Collaborative ABM:

Activating The Enterprise To Reach Peak Performance

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For decades now, cloud services and software applications have helped teams and experts alike to collaborate on a wide variety of solutions. Despite their long history, however, account-based marketing (ABM) platforms have largely focused on solving siloed and simple needs for individuals. And as enterprises rush to accelerate the delivery of effective ABM programs, supporting platforms have become a critical bottleneck. 

Enterprise organizations have a sophisticated go-to-market approach, with specialized teams focused on products or geographies and subject matter experts who compose their program development. When each organization chooses its own ABM approach and technology, costs explode and teams battle their peers for business, causing anarchy within the organization and sowing confusion among target accounts. 

The Drum has recently joined forces with MRP to address why the sophisticated go-to-market approach of the enterprise creates a paramount need for ABM to be actionable across all teams and to empower experts within each team to contribute their knowledge.
Featuring insights from MRP’s chief technology officer, Pierre Custeau, and senior vice-president of enterprise sales EMEA/APAC, Ajay Subherwal, this session will cover:

  • The challenges with a ‘one-interface-fits-all’ ABM platform environment
  • The enabling criteria that can help marketers conceive, build, manage and measure multiple simultaneous ABM programs
  • The benefits of a role-based collaboration model in facilitating coordination with existing marketing programs across all global sales and marketing initiatives