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This report provides a comparative analysis of three approaches to growth in B2B markets.


  • ABM is a good starting point to forge more meaningful bonds to secure long-term growth.
  • CSM is like a proactive goal keeper and essential for any subscription business.
  • Omnichannel requires a fundamental reorientation of the entire enterprise to work.

Features and Benefits

  • Provides a careful analysis of ABM, CSM, and omnichannel customer engagement approaches for B2B enterprises.
  • Concludes that to generate growth through better customer engagement capabilities, B2B businesses should consider a fusion of the three approaches, starting with ABM and CSM and progressing toward omnichannel customer engagement.

Key questions answered

  • What are the relative merits of ABM, CSM, and omnichannel?
  • How do ABM, CSM, and omnichannel contribute to growth?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

ABM is a good starting point to forge more meaningful bonds to secure long-term growth

  • What is ABM?
  • High-value purchases are made by decision-making units that involve a variety or people and roles
  • Four principles of ABM
  • Adoption of ABM differs to reflect resources available, ROI, and ability to scale
  • ABM is now scalable with the right platform support

CSM is like a proactive goal keeper and essential for any subscription business

  • What is customer success management?
  • Challenges of scale can be overcome with the use of CSM platform technologies
  • Any subscription-based business can benefit from CSM
  • ABM and CSM will succeed if they uncover the underlying perceptions that drive customers' selection

Omnichannel requires a fundamental reorientation of the enterprise

  • Omnichannel is not just for retailers
  • What is omnichannel?
  • Piecemeal approaches won't work

Develop a coherent customer strategy and roadmap before platform selection

  • Strategic decisions must be made at the top
  • Without a coherent customer strategy to drive digital transformation, B2B enterprises will fail to stay relevant
  • Digital strategy in B2B must be driven by the customer strategy
  • Build toward the customer-adaptive future and start with ABM
  • The CEO and leadership team must take the lead


  • Methodology
  • Further reading
  • Author

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