Getting buy-in is critical for any kind of marketing campaign. From the leadership to the sales team, everyone has to be on the same page when you’re about to implement a new strategy or marketing tactic. This is true for account-based marketing as well, and few know that better than Eric Spett, the CEO of Terminus. On this episode, recorded live at Sirius Decisions in Austin, he discusses his start in the marketing world and finding an opportunity to bring ABM to more companies with Terminus.

3 Takeaways:

• When stepping into an emerging market, you have to find a balance of listening to what customers want and need and innovating and guiding customers toward the future
• The value of marketing is determined by sales. If the sales team isn’t bought in on an idea, the likelihood of success falls
• Using ABM correctly is about having a singular focus until you have mastered one strategy, then you can move on to the next

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