Here is a recent presentation I gave at the OpStars event alongside Dreamforce. It describes the motivation behind eliminating the Lead object in CRM to support ABM and gives the experience of one startup making the transition.
Moving to Account Based Marketing – OpStars Event Presentation
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Author: Larry Stein at TechMarketingStrategies
For the last 20 years, I have led demand generation teams supporting high growth technology companies. Now working as an independent consultant, my responsibility is to apply best practices in the creation of these programs. My goal is to enable marketing teams to become self sufficient with a data driven culture of KPI's, test and measurement in service of achieving company revenue targets.
My approach is to work with senior management identifying objectives and wildly important goals. With these in mind, we work together to build programs, processes and systems that will reach these goals along with the measurement KPI's to evaluate progress. Along the way we will enable the team to manage and maintain these systems so achieving these goals becomes a natural cadence of the marketing organization.
View all posts by Larry Stein at TechMarketingStrategies
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