• Eric Wittlake
• 23 Jan, 2019

In recent years, creating an account based go-to-market (GTM) approach—a coordinated, crossorganizational effort for driving engagement and sales progress in a set of target accounts—has emerged as one of the top initiatives for growth-oriented companies. However, the metrics, tactics, and resources employed in a traditional go-to-market approach fail to translate directly into account based.
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