Account Based Everything: a foundation for partnership

Account-Based Marketing (and its all-embracing cousin “Account Based Everything”) has been touted by its promoters as a miracle cure capable of halting the precipitate decline in conventional marketing effectiveness – and derided by cynical detractors as just another over-hyped trend.
As with most new(ish) trends, the reality is probably somewhere in between.
The essence of the idea – as I have come to understand it – is that rather than pursuing poorly-targeted generic campaigns, we should be progressively tailoring and targeting our marketing messages and sales conversations in a way that appeals to the real priorities of the specific organisations and stakeholders that we wish to do business with.
And in order to achieve that, we need to understand as much as we can about the specific situation, issues, challenges and opportunities of our target audiences. And that, of course, requires that marketing, sales and customer success are in lockstep