- From a process “assigned” to Marketing to a method; orchestrated in concert by Marketing, Sales, and Service (Account Based Engagement). Recognizing that selling B2B doesn’t follow the rather linear path of B2C, but it is a more complex journey always involving the “Business” and not individuals.
- Therefore, it calls for a different approach and, most importantly, for various tools and data.
- As suggested by BCG, seen the measurability of the process, starting small and learning to scale is recommended.
Check out the full report in the link below.