Article
Inside IBM’s global account-based marketing program
Phil Crompton VP of Industry Marketing, Worldwide at IBM, explains how ABM at IBM went from a small-scale pilot to a global program with over 250 clients.
Go-to-Market Strategy
Blog
Channels are going vertical, vendors need to get aligned
In our recent eGuide, The Power of Verticals, we highlighted the growing importance of vertical specialisation as a way to differentiate and protect margins. The IT channel is at the forefront of this trend. Over half of MSPs now specialise their services for specific industries, with healthcare, finance and legal being the most popular.(1) In this article we look at what is driving this shift and why it’s essential that vendors get aligned.
Blog
Why vertical GTM is on the up
For B2B tech firms, focusing go-to-market activities around key verticals isn’t a new approach, but significant market trends are making it an increasingly important one.
Blog
Cutting through in a crowded cloud
With the market getting more crowded, how can you stand out in a market that might be booming but is arguably reaching supply-side saturation?
Blog
How vertical should you be?
In this blog, we look at the key considerations you need to evaluate when deciding what level of verticalisation is right for you.
Blog
Campaigns-in-a-Box: gifts that keep on giving or disappointing fails?
So what is a Campaign-in-a-Box, why have they become so popular and how do you ensure that yours hit the mark?
Article
How to maximize partner marketing results
Adobe's Martin Smith shares his views on how to get the most from your partner marketing program by capitalizing on strong synergies
Article
Sales Enablement in a Hybrid World: Marketing’s Role
Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey & Company, discuss B2B marketing as a strategic business driver, with specific emphasis on how sales enablement is evolving and where it's headed.
Article
What will Marketing’s Role in Sales Enablement be in 2022?
Three concrete ways B2B Marketers can help sales accelerate the pipeline and close deals according to ITSMA’s sales enablement survey.
Event
Slides: Momentum ITSMA’s 2022 State of the Profession Address
As B2B Marketers expand their influence on the business, Momentum ITSMA’s State of the Profession provides insight into marketing trends and priorities we can expect to see in 2022 and beyond.
Article
Sales enablement for a hybrid selling world | Forbes
Momentum ITSMA's Alisha Lyndon writes about the sales enablement strategies that are best suited to the post-Covid world of enterprise buying
Article
C-Suite Marketing: How SAP’s ABM Team Approaches Executive Alignment and Orchestration
Eric Martin of SAP explains how his team of ABMers approaches executive alignment and orchestration as they work across the C-suite.
Video
Fireside chat on Growth Marketing
Alisha Lyndon, Founder & CEO, Momentum ITSMA and Liz Harrison, Partner, McKinsey & Company, discuss B2B marketing as a strategic business driver.