Cornerstone’s Intent-Driven Transition from Demand to Full-Funnel ABM
“The winners of tomorrow are always learning …” and learning company Cornerstone’s field marketing organization certainly took their mantra to heart as they adopted ABM principles into their work. To productively expand their success in a highly competitive market, they needed to establish much tighter alignment to Sales objectives – ABM in several forms provided an ideal framework. In this e-book, you’ll follow Cornerstone’s evolution from classic demand gen alone to full-funnel ABM practices.
How the team used ABM to better connect Sales and Marketing.
How the team evolved their performance metrics to better understand and pursue success.
What data, systems and processes were put in place to support ABM in its several forms.