This is a podcast episode titled, 827. Debating Marketing Measurement with James Gilbert. The summary for this episode is: <p><span style="color: rgb(0, 0, 0);">When you grasp the data that you have, you can be a master at almost anything.&nbsp;</span></p><p><br></p><p><span style="color: rgb(0, 0, 0);">Account-based marketing is a strategy, not a tactic. And when it comes to ABM, </span><span style="color: rgb(0, 0, 0); background-color: transparent;">revenue is the ultimate goal. But, in order to get there, we have to understand the journey of the funnel.&nbsp;</span></p><p><br></p><p><span style="background-color: transparent; color: rgb(0, 0, 0);">To </span><a href="https://www.linkedin.com/in/jrgilbert1/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);">James Gilbert</a><span style="background-color: transparent; color: rgb(0, 0, 0);">, Head of Marketing at op financial CRM, </span><a href="https://www.crmnext.com/industries/financial-services" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);">CRMNEXT</a><strong style="color: rgb(0, 0, 0);"> a successful ABM sales funnel starts by building the journey.</strong><span style="color: rgb(0, 0, 0);">&nbsp;</span></p><p><br></p><p><span style="color: rgb(0, 0, 0);">Mapping out that journey, knowing who to bring along with you, and understanding key functions of your business is what leads marketers on the direct path towards revenue.&nbsp;</span></p><p><br></p>