There’s a famous quote (which may or may not be a Chinese proverb) that says: ‘The best time to plant a tree was 20 years ago. The second-best time is now.’ What it’s basically saying is if you want success in the future, you should take action now.

ABM is well past the buzzword stage now. Everyone knows it means Account Based Marketing. Adoption is underway and growing fast. TOPO (2019) says companies expect to spend over 40% more on ABM in 2020. But are you starting to feel a bit uneasy that despite all the hype you still don’t have a solid ABM plan? Or you have one, but you’re not sure you’ve got everything covered? Or even what ‘everything’ covers? It’s ok to be squirming in your seat a little bit. Because honestly, so are a lot of other people.