In this MarTech Today article, TechTarget CMO John Steinert discusses how classic lead scoring, often put in place to help deliver overall efficiency and more predictive sales motions, can actually reduce effectiveness in the ABM environment. Read this article to learn how account-based constructs are bringing sales and marketing teams closer together and how your scoring approach must evolve to reflect this and ultimately, why you shouldn’t be afraid to break the “rules” to drive the results you need.
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