ABM can absolutely work, but it is not cheap and it is definitely not magic. The cost comes from precision, coordination, better data, and the uncomfortable fact that software cannot rescue weak strategy.

Intent data can be useful, but only if you understand what kind of signal you are actually looking at. Not every footprint means buying intent, and not every data vendor deserves blind faith.

COVID shoved budget and attention online, which gave digital marketing more influence and a lot more work. The result was more channels, more pressure, and a much harsher spotlight on sales alignment, lead quality, and operational discipline.

2021 must be focused on minimizing unnecessary and unproductive expenses and delivering sales qualified leads that convert to opportunities - it’s really that simple. The marketing pendulum must dramatically shift towards an Agile but deliberate approach (scrappy) focused on Net New and away from branding exercises and vanity metrics. This is supported by the fact that many companies truly don’t have a branding budget, nor should they be allowed one until they have their story completed and vetted with a mapped execution strategy.