By 2025, Forrester expects the term ABM will have disappeared from the vocabulary of marketing and sales. In its place? Most B2B organizations will have adopted an “account centric” approach to identifying, planning, managing and measuring buying and post-sale motions.
In this presentation, Laura Ramos, Forrester vice president and principal analyst, will share the latest findings from Forrester’s research into ABM practices and its business impact highlighting how this evolution is well on its way. She'll also reveal the strong correlation Forrester has uncovered between a company’s ABM maturity and improved business performance. Finally, Laura will share how Revenue Ops professionals will learn how selecting the right ABM strategy, and aligning ABM technology investments against it, leads to better business outcomes.
VP, Principal Analyst