Stop playing ‘Pin the Tail on the Donkey’ with your marketing efforts

Recent research we conducted on ABM suggests that success can come in all shapes and sizes and that success is being realized on the back of some key process changes. One critical area of change is leads — what they really are and how they’re handled by marketing and sales. This takes me back to when SiriusDecisions launched its major reconception of the Demand Waterfall two years ago. While I came out bullish on the Demand Unit Waterfall, many of my industry colleagues were less sanguine. Well,
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