The Ecstasy and Agony of Account-Based: Q&A with Eric Wittlake

By Matt Heinz, President of Heinz Marketing
Some of the B2B industry’s best and most relevant account-based marketing (ABM)T research and insights are coming out of TOPO, and Eric Wittlake in particular.  With the recent release of their latest ABM benchmark report as well as the upcoming TOPO Summit, I asked Eric to dig deeper into his research findings plus share additional insights that can help ABM marketers at every level of maturity.
MATT:  Does the maturity of account-based programs really have to be coupled with an increasingly complex account-based martech stack? 
ERIC:  No, it really doesn’t. Many companies today invest in more technology than they have the resources or maturity to justify.
That said, as a company’s account based efforts mature, they often recognize opportunities to scale or improve process, and that can lead to incremental technology investment.
MATT:  Not surprising that the most successful account-based program have a dedicated leader, but do you