Account Based Marketing defined GTM strategy: A fundamental business strategy to drive revenue; not a simple campaign or tactic. Account Based Marketing is a Marketing and Sales: ABM is led by Marketing in close collaboration go-to-market strategy that coordinates with Sales. personalized marketing and sales Personalized: Built on account- efforts to land and expand specific insight, content, and messages for Land and expand: maximum relevance target accounts. Driving business at new and resonance. accounts and expanding within existing accounts; Target accounts: opening doors and Focus more resources deepening engagement. on the most valuable accounts. That’s our definition. But we also like some of the other definitions we’ve seen out there. 9