Author

Robin Bordoli

Robin is an operating executive and company advisor with a 25-year track record of building and scaling technology platforms in transformative markets. He is currently the President of RollWorks, a Division of NextRoll, Inc. which offers ambitious B2B companies an account-based platform to align their marketing and sales teams and grow revenue with confidence.
Prior to RollWorks, Robin was CEO at Figure Eight and held leadership positions at Marketo, Jive Software, and Yahoo. He received master’s degrees from Cambridge University and Stanford University.

The 5 ABM Myths and Their Face-off with the Truth(s)

Robin Bordoli 0
Sales & Marketing
Account-based marketing - now known as ABM -  is not a new concept.  It was first coined by the Information Technology Services Marketing Association (ITSMA) back in 2003.  But it is a concept that is entering the mainstream as analysts such as Gartner and Forrester now cover ABM as an emergent category. However, the challenge with a concept that has been around 17 years is that most marketers' understanding of ABM is based on outdated thinking and concepts.  So it’s time we address these ABM myths head-on, explain why…