In the realms of ‘non-AI’, ABM will continue to embed itself into the fabric of businesses beyond the traditional teams it touches at present, especially at the enterprise level.
There is already a recognition of the potential need to work with customer success teams, PR teams, IT, leadership, etc. but – as well as doubling down on that – enterprises doing ABM well will be thinking about Change Management, Transformation, Compliance, Ops, L&D and more.
Some are already doing it, and most aren't, but he sees that shifting in 2024.