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Over the past few years, ABM has soared in popularity. Today, more than 70% of B2B companies have employees who are fully or partially focused on ABM activities.
But as Terminus Co-Founder & CMO Sangram Vajre explained in a recent interview, the problem ABM currently solves for hasn’t gone away entirely.
"The whole point of the last 15 years, the problem we were solving for was, 'How do I optimize for the right person, at the right time, with the right product I want to sell?' So finally, with ABM we just went in a different direction than just generating more of the same… So I think it’s a natural evolution, but the problem is still the same: How do I give my sales team the best opportunity to win?"
In order to continue giving Sales the best opportunity to win, our ABM playbooks are inevitably going to need to evolve.