I disagree with those who think ABM is dead, we just need to reframe how we approach this strategy.

1. We need to rename it from Account Based Marketing to either ABX, Account Based Experience or ABO, Account Based Orchestration. This will portray the true cross-functional nature of this approach. ABM doesn't work if only the marketing team is on board.

2. It isn't for everyone. Some organisations might opt for less complex approaches and target a broader audience to avoid heavy project management needs and costly high-touch campaigns.

3. Welcome AI! We didn't have AI at our finger tips back in the 2010s, now we do. It needs to play a pivotal role in scalable content creation when it comes to personalisation. It's the key to smarter work!