Every day we talk to organizations in various stages of adoption of account-based. In 2017, we are seeing account-based quickly mature, with many organizations putting dedicated account-based resources in place in both marketing and sales development.
Over the last year, account-based go-to-market strategies have become the hottest topic in B2B sales and marketing. This shift is occurring as sales and marketing leaders realize the shortcomings of traditional, volume-based, lead-centric demand generation programs. While these programs have, in some cases, delivered a large number of leads to sales, key strategic metrics, such as close rates and lifetime value, have not met expectations.