Crafting a more holistic marketing approach based on better sales and marketing integration is helping Hewlett Packard Enterprise improve account based marketing (ABM) and better engage key target accounts.
In 2014, Hewlett Packard split into two divisions, HP inc., the consumer business, and Hewlett Packard Enterprise (HPE), the B2B arm of HP. Adam Benaroya, senior manager of global media at HPE, notes that at the start, the new organization felt like a “$50 billion start-up,” because at launch it was building its marketing structure from scratch alongside some legacy systems inherited from the shared infrastructure.
