Blog

By Lora Kratchounova, Scratch Marketing + Media In many enterprises, harmonious communication between the sales and marketing departments remains an elusive pursuit. While both groups have the same ultimate goal  —  contribute to the company’s revenue  —  misalignment between the two in day-to-day operations remains one of the greatest sources of functional inefficiency. The two […]

By Lora Kratchounova, Scratch Marketing + Media The roots of account-based marketing, or ABM, stretch back almost 20 years. However, it has only become a white-hot topic within the last few. The catalyst for the rapid ascension of ABM to the top of the B2B marketing food chain has been the wild proliferation of technology […]

By Lora Kratchounova, Scratch Marketing + Media It is established that no marketing plan is one-size-fits-all. But what about an overarching marketing philosophy, like account-based marketing (ABM)? Will it work across the spectrum of business, from mom-and-pop shops to the enterprise, whether those companies are the purveyors or the targets of ABM campaigns? While it’s […]

By Lora Kratchounova, Scratch Marketing + Media Up until just a few years ago, account-based marketing (ABM) was more of an ideal than it was a scalable practice. The progeny of the “named accounts” strategy, ABM was just starting to be batted around B2B marketing circles while the technology needed to support all phases of […]