There are many customers who are big and important, but who do not make it into Strategic Account Management (SAM). It is in this area that Account Based Marketing is making its biggest impact. Even more important for marketing, however, is the re-engagement of the marketing community with big, important customers. There has been a depressing trend towards the almost complete separation of marketing from the real world of customers, as they have been drawn into the diversion of digital marketing.
In 2018, this trend towards ABM will accelerate.