Hannibal Scipio

May 30, 2024 | forrester.com | Nora Conklin |Shari Srebnick |Hannibal Scipio

There’s no question that account-based marketing (ABM) has proven its success in B2B. According to our Demand, ABM, and Customer Survey, 2023, 99% of those with an ABM team said that their ABM programs delivered higher ROI versus their traditional marketing programs. Here at Forrester, we’ve talked about the convergence of Demand and ABM for years. But we still see B2B organizations struggle to bring the best of ABM into everything that they do.

May 21, 2024 | forrester.com | Simon Daniels |Peter Wannemacher |Hannibal Scipio

Early in my career, I received wise but tough coaching from a manager regarding struggles with a new colleague on a strategic project – pull them aside and have a real, candid conversation with the pursuit of clarity and understanding for the sake of the shared vision and mutual success. The ‘real talk’ that my colleague and I then had enabled us to make a breakthrough and achieve success for that project.