Easy as ABM: Unpacking the complexity of B2B buying | Forbes
When did the enterprise buying cycle become so complex? Long gone are the days of taking the CFO out for dinner and the deal is done.
When did the enterprise buying cycle become so complex? Long gone are the days of taking the CFO out for dinner and the deal is done. In place of individual sign-offs and a linear process of solving challenge A with solution B, we’re seeing businesses having to justify decision making at every stage of their process and build consensus with key stakeholders along the way.
More in
-
The great B2B marketing reset: Why your team’s skills will define your success and growth trajectory
We read about it and we hear it all the time in our conversations with our clients: B2B marketing is under pressure like never before.
-
How future-ready B2B marketing teams win: Insights from the front lines of enablement
As an L&D Director working with top global B2B marketing teams, Jo Connolly reveals why enablement is the new growth engine – and how you can close the skills gap. Discover key findings and join our webinars for actionable strategies.
-
KPMG: The blueprint for high-touch, high-impact ABM
In this episode of the Account-Based Marketing podcast, Heather Adkins shares the art and science of scaling ABM through sector-driven teams, AI-powered agents, and a relentless client focus.