How to Avoid the ABM Trough of Disillusionment
Engagio
APRIL 29, 2018
Gartner began using the Hype Cycle in the 90s, and it can be applied to any new technology that earns a groundswell of activity and growth. Most CEOs don’t approach their CMO saying “do you want more budget and people to do this ABM thing?” ABM requires high-value, customized, valuable touchpoints. I’m an executive.
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