As usually, very informative event and a wonderful opportunity to chat with people in the industry.
SiriusDecisions is starting to emphasize Account Based Marketing (I attended a session on the topic at the Eloqua Experience conference more than a year ago). Technically, account based marketing is a marketing to customers, rather than prospects, and there are different definitions of the effort based on the company’s needs.
Account based marketing can have a couple of objectives
and require different approach to the process, where cooperation between marketing and sales deepens and in some cases becomes more specific (based on the account needs).
As the sales process changing (based on available information), marketing to current customers becoming more an more important and marketing should be more involved into the effort that was often undisputed territory of sales.
SiriusDecisions slide below demonstrates phases and stages of sales cycle and involvement of marketing and sales through the process.
Customer Advocacy is the new demand generation
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