“SiriusDecisions is my therapist” noted one of the panelists describing all confusion of our industry. SiriusDecisions mentioned that she was not alone in this opinion 🙂
The discussion was very practical: yes, there are marvelous new approaches and ideas in the industry, but “find something that works for you, not something that worked in the case study.”
Media – make sure you can actually measure success.
ABM is a combination of demand and awareness; it is an opportunity for a small company to look prominent for the right type of people. But “don’t get swiped into ABM – you still need to keep AQLs coming…”