I've been doing some research for our company's possible journey into ABM and one thing that concerns me is the usage of CRMs in the process. I saw that several solutions, including Marketo's, utilize CRM integrations to organize Accounts/Contacts. I haven't hit the ocean floor with my research yet, but would we be missing a large chunk of Marketo's ABM platform's functionality if we don't have a CRM in place?
Also a bonus question: Would we also be losing out on another chunk of the Marketo ABM platform if our lead scoring setup is totally dysfunctional at the moment?
Thanks in advanced!
You can have up to 5 ABM score fields on every account. One of them is Account Score, which is a rollup of the Lead Scores for all the people on that account. So yes, you should get your scoring set up first.