In this episode, we challenge the misconceptions surrounding the implementation of ABM technology. The discussion focuses on the critical need for strategic planning and data readiness before purchasing ABM tools. We dissect the common pitfalls faced by companies who rush into technology investments without a solid ABM strategy, often leading to less-than-stellar results. Jessica and Andrea emphasize the importance of due diligence, continuous evaluation, and validation of sales claims to ensure that your ABM initiatives are on the right track from the onset.