Account-Based Marketing has been the rage for several years now. And over and over again we see leadership pushing the teams to operationalize an Account Funnel while underinvesting in the Person Funnel.

This isn't the way. For 3 reasons. And Crissy breaks down why.

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00:00 Intro

00:27 First Reason

01:35 Second Reason

02:48 Third Reason