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.
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Eric Martin of SAP explains how his team of ABMers approaches executive alignment and orchestration as they work across the C-suite.
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Alisha Lyndon, Founder & CEO, Momentum ITSMA and Liz Harrison, Partner, McKinsey & Company, discuss B2B marketing as a strategic business driver.
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Not all through-channel marketing campaigns are equal, and it can be all too easy to get things wrong. So what are the pitfalls to avoid?
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Through-channel marketing is a fast-changing area and an increasingly vital one for vendors to get right. So, what’s driving its growing importance?
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Sales enablement has emerged as one of the hottest topics of 2021 and it isn’t hard to see why. That means it is more crucial than ever that your sales teams are equipped with the right tools and information to fully understand their buyers’ industry, challenges and goals.
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In ITSMA’s most recent How Executives Engage Survey (2021, Wave 1), collaborative innovation tops the list of how solution providers earn executives’ confidence.
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In this ABM podcast, Katherine Lucas, Head of Platform Marketing at State Street, shared her journey of creating State Street AlphaSM, the game-changing proposition that created a new industry standard.
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As a result of the disruption caused by the pandemic, we discovered that buyers want help more than ever and are turning to solutions providers for that help...
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Understanding the distinction between a buyer profile and a buyer persona is a good start and will provide a competitive advantage.
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Mark Kurtz who leads partnerships between Microsoft and Adobe talks about how to build a partner program, some of the challenges involved along the way, and shared some key tips to get the best out of your partner ecosystem.
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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.
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Interested in submitting an entry for ITSMA's 2021 Marketing Excellence Awards program? Review our list of do's and don'ts based on judges’ comments over the years.
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