Account-Based Marketing Committee Meeting: The Cure to the Marketing Silo

A quick scan of jobs posted for account-based marketing (ABM) reveals a broad range of ways that companies define the approach. Yet, one thing is consistent with most of these role descriptions: There are merely subtle – if any – mentions of how they align with the business overall.

As every marketer knows, marketing that isn’t tied to driving growth for the business is a symptom of an all-too-familiar challenge: The marketing silo.

There are many well-intentioned organizations that are intrigued by the promise of ABM. After all, creating bespoke, customer-centric experiences is a quest shared by functions across most organizations. However, ABM often is thought of a tactic to be bolted on to existing marketing versus an opportunity to align more closely with business priorities and enhance relationships with the organization’s most important clients. 

So join us on February 22 as Heather Adkins, the head of industry, field, and Account-Based Marketing at KPMG, explains how to help your leadership see the value in ABM for the organization overall, not just marketing.