Gabe Rogol

Depending on when you start counting, Account Based Marketing and Selling is 15+ years old as a defined GTM strategy. It’s time we take a fresh look at how and why Account Based started, its current state, and where it’s headed next as a driver of B2B growth. One thing is for certain: it never should have been called ABM. True account-based motions are cross-functional, and the most successful include the entire customer journey–from acquisition to retention and expansion. But whether it’s due t...