At its core, ABE is all about integrating marketing, sales, and service tightly, break- ing through the cultural divisions in organizations, and engaging more deeply and effectively with the customers that will matter most for your business success mov- ing forward. This new approach must be rooted in a deeper understanding of the higher expectations that customers have of being engaged by sellers in ways that reflect and anticipate their needs. Companies that rise to this challenge will be re- warded with higher retention, advocacy, and lifetime business value from their cus- tomer relationships. What could be more important than that? Notes 1. The term was originally proposed by Forrester in its June 2018 report, “Not Yet the New Normal: ABM Must Evolve to Account-Based Engagement.” 2. Demandbase, 2019. 3. Conversica, 2015. 4. Kapost, 2018. 5. Demand Gen Report/Path Factory, 2019. 6. HubSpot State of Inbound, 2018 18 Moving Beyond ABM to Account-Based Engagement