ABM works now because orchestration technology and intent data make it executable, and more businesses operate in complex niches where sales require both services and technology. That combination expands which companies should use it.
And I think that's such great criteria. However, it's so funny, like not only has, you know, account-based marketing become more popular because there's, you know, better technology for orchestrating and better data sources for intent, but also as businesses have become more niche-oriented and more complex in their sale because now every professional service has a technology that underpins it and every technology has services that sit on top of it. Those 2 things have sort of driven this growth in account-based marketing because more and more markets fit that criteria.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
