ABM isn't just a marketing tactic anymore; it's a Go-To-Market strategy. It requires complete alignment between Sales, Marketing, and Customer Success. We call this "Account Based Everything" (ABX).
Channel marketing has always suffered from a resource bottleneck. You have hundreds of partners, but only a small team to support them. As a result, only the top 5% of partners get attention, and the "long tail" remains dormant.
The Marketing Qualified Lead (MQL) has been the north star of B2B marketing for over a decade. But in today's complex buying environment, the MQL is losing its relevance.