ABM vs Demand Gen: Should it be the same function?

ABM is a function of demand gen. It's just a different way to do demand gen. A lot of people still do have those split out into different roles. So you have your ABM manager and you have your demand gen manager. I think it should be under the same person. Maybe that's how it should be. It's your VP of demand gen. Then you have your director of abm.

If you and me were starting a company today and we were doing this, we would. It would be one team and that would be the 100% right? It's typically like when there's like more legacy. Well like the company's been around for seven years and they've all always had a demand gen team and there's demand gen people. And now we brought in this ABM person and again it goes back to internal alignment and it actually would be easier if you blew the whole thing up and said here's some people on the team who are developing a new marketing strategy and forget the job titles for a minute.