Account-Based Marketing has spent years in hype mode. Somewhere between the rise of scalable personalization platforms and the flood of "one-to-many" automation tools, ABM lost its way. What started as a strategy built on deep understanding and close collaboration with Sales turned into another tech-fueled campaign tactic.

We sat down with Andrei Zinkevich of FullFunnel.io, an expert in building ABM programs s for companies with long sales cycles and high contract values, to talk through what ABM is supposed to be, and why so many teams get stuck trying to operationalize it.