The COVID-19 pandemic introduced new complexity into the already highly dynamic and challenging enterprise sales environment - and created new challenges for marketing leaders, particularly those at large organizations. However, increased agility, relevance, and ABM investment promise to drive transformation as enterprise marketers turn to new technologies to remain competitive.
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Before the pandemic hit, enterprises had started to embrace account based marketing (ABM) to enable sales and marketing success in a highly dynamic and challenging environment. Today, enterprise marketing leaders are navigating a new and drastically different landscape, tasked with forging new connections as companies and their products evolve on both ends of the sales cycle.