Leads-driven marketing misses half the picture. The traditional enterprise marketing environment is much too focused on leads and the volume of leads, which points to a significant misconception about the modern buying process. Contrary to common perception, it is not straightforward but rather labyrinth-like. Many people involved pursue different goals and are interested in different[…]
A collection of stories about marketing influenced revenue, our ABM capabilities, our ABM research, and the ever-changing face of our firm.