People often tell you that the first step to account-based is to align with sales on the accounts. In Latane’s opinion, that would not be the right thing to do as a marketer because it would require you to put a disproportionate amount of effort into those accounts. And when everybody shows up with their accounts, it results in what Latane refers to as the “pot luck dinner of account selection” because none of the accounts in that selection will have anything bespoke about them, they may or may not be in-market, and from the get-go, you will not be focused on the best accounts.
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