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On LinkedIn, Kristina Jaramillo and Eric Gruber have been talking a lot about teams not being ABM-ready. They are simply retrofitting ABM on top of existing processes, content, messaging etc -- and they are not making the changes they need to land and expand high-value accounts.  As a result, they struggle with accounts going dark. They struggle with accounts becoming stuck or disengaged,. They struggle with accounts churning. 

Within this podcast, Mark Osborne and Eric Gruber talk about the GTM assessment that needs to be done before you even think about ABM,