The Hidden Gap in Most ABM Motions | ZoomInfo

CTO Advice

Staff Editor

Most teams running ABM execute it well within a narrow window. Marketing drives top-of-funnel engagement, sales takes over for deal progression, and customer success handles onboarding. Each function operates independently, and the precision that made ABM valuable dissolves the moment a prospect converts.

Account-based go-to-market extends that precision across the entire customer journey, from initial targeting through expansion, with sales, marketing, and RevOps aligned around the same accounts, the same signals, and the same outcomes.

In this video, you’ll learn:

How account-based go-to-market differs from traditional ABM and where the full-funnel extension changes the motion
Why a shared data foundation is the prerequisite for sharper targeting, more relevant messaging, and cleaner handoffs
How to activate an account-based motion across paid media, outbound, website personalization, and field channels
How to measure account movement across the full journey rather than relying on top-of-funnel marketing metrics

See what it looks like when ABM precision carries through the entire customer lifecycle rather than stopping at awareness.

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