Account-based marketing, a long-standing B2B sales approach built on data-driven targeting of priority accounts, is faltering for many organizations. The difference lies in how winners execute it. Successful companies foster strong, ongoing collaboration between sales and marketing, ensuring both teams align on priorities, messaging, and execution. Marketers add the most value when they support sellers with tailored demand generation, account insights, and coordinated activities. High-performing organizations spend time together reviewing pipelines, sharing data, and refining strategies, while weaker programs suffer from siloed efforts and limited cross-functional engagement.

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