Account-based Marketing Archives - International Journal Of Sales Transformation

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Account-based Marketing

Friday, March 13th, 2026

A game of two halves

Are sales and marketing functions strategically aligned to optimise business? We asked a range of experts – practitioners, academics and consultants – six questions about the interaction of sales and marketing in a B2B environment. We sought their views on how well sales and marketing organisations typically collaborate to support the aims of a business. We asked them how the…

Friday, March 13th, 2026

A strategic approach to ABM

ABM Is no longer a marketing tactic; it’s a commercial operating model. Account-Based Marketing (ABM) has an identity crisis, but not because it is losing relevance. Quite the opposite. ABM has become so commercially potent that describing it as a marketing approach is no longer accurate. In nine years of running the Global ABM Conference, we have witnessed ABM evolve…