Account-based marketing (ABM) and deal-based marketing (DBM) are hot topics—especially for government-focused tech firms, where raising awareness and building relationships are essential to gaining trust and winning contracts.
But it isn’t just the job of marketing or sales to introduce and maintain these programs. The most successful firms know it’s a joint effort, where each team plays to their strengths. That isn’t always easy, so to look at how to make that alignment between sales and marketing work, we spoke with Anamika Gupta, Director and Head of Customer Marketing and Robert Lai, Vice President and Head of Public Sector at Fujitsu Americas.