Sales Pipeline Radio

In this week's episode, "How ABM is Evolving: New Best Practices and Pitfalls" I talk with Nani Shaffer, Senior Director, Demand Generation & Operations at Demandbase Demandbase is synonymous with account based marketing. They have done a ton over the years to really develop the definition of account based marketing to really set some benchmarks and drive a lot of great thought leadership around it. The concept of ABM has been around now for at least three, four plus years. Demandbase has been involved in this category now for a long time as well. In this episode, I ask Nani: How she has seen ABM evolve? What is ABM here at the beginning of 2020? Can a company's marketing be applied to any target? Do you think for companies that continue to go down this maturity curve  this won't be a separate effort, that this will just evolve into the sort of table stakes of how companies market to their targets? What sales role is in driving effective ABM programs and what does it take to get a sales organization alig