Using Account Based Marketing and Sales to Find Untapped Potential Revenue
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Using Account Based Marketing and Sales to Find Untapped Potential Revenue
Account Based Marketing is a popular topic right now. What does it look like in the life sciences market?
Ethan Kopit, a co-founder of Acenna Data explained it to me very well. Although it has a lot in common with key account management, it's not exactly the same. The focus, in his view, is on identifying and targeting untapped potential.
And there are advantages not always present in a key account approach. What if you could expand the benefits of having key accounts and then also align your marketing and your sales team at the same time?
We talked about:
How an account based approach helps sales and marketing alignment
Three reasons ABM is so attractive right now
Why life sciences is going to surpass other industries in this area
The 6 pieces of the ABM process
Ethan's philosophy of how business will be done in the future.