Camille, this is exactly the strategy. ABM is giving Tier 1 accounts a lot of attention. Salespeople struggle to understand that it's just being in touch and giving hugs. No magick or witchery. It's paying attention, making connections, and focusing on relationship development. And now we can track and prove the outcomes
So great to hear this from you! I think even more important given all the newfangled AI tooling that's supposed to be your proxy in a relationship. I don't think that's going to work long term.
The biggest shift here is moving from measuring activity to understanding decision-making.
Most GTM systems still optimize for what’s easiest to track: clicks, forms, and sourced opportunities. But buying decisions happen across people, conversations, relationships, timing, and signals that rarely make it into the CRM.
AI gives us a way to reconstruct that context at scale, without pretending every touchpoint can be reduced to a precise percentage. That feels like a much more useful definition of attribution in the AI era.
Camille, this is exactly the strategy. ABM is giving Tier 1 accounts a lot of attention. Salespeople struggle to understand that it's just being in touch and giving hugs. No magick or witchery. It's paying attention, making connections, and focusing on relationship development. And now we can track and prove the outcomes
So great to hear this from you! I think even more important given all the newfangled AI tooling that's supposed to be your proxy in a relationship. I don't think that's going to work long term.
100%
The biggest shift here is moving from measuring activity to understanding decision-making.
Most GTM systems still optimize for what’s easiest to track: clicks, forms, and sourced opportunities. But buying decisions happen across people, conversations, relationships, timing, and signals that rarely make it into the CRM.
AI gives us a way to reconstruct that context at scale, without pretending every touchpoint can be reduced to a precise percentage. That feels like a much more useful definition of attribution in the AI era.