o:33432 EFFICIENT B2B ACCOUNT-BASED-MARKETING RESPONSE FOR COVID-19 TIME AND BEYOND en Abstract: This is a time of challenging and turbulent transition from traditional to digital business in the context of the global COVID-19 pandemic. More efficient and effective business solutions are needed, which overcome the traditional mismatches of business functions. Harmonization and integration of sales and marketing in supplier organizations is a worthwhile task in terms of improved sustainable business results. The traditional spark between sales and marketing is too expensive for conscious market players. The solution lies in the development of a strategy and business process that harmonizes the market performance of supplier organizations towards increasingly demanding customers. The right approach is the formulation of tailored business plans according to the requirements of recognized and profiled customers, with a unique marketing and sales performance. Account based marketing offers a better business perspective and better market share as a whole. On the other hand, there are shortcomings of traditional general messages and offers. Traditional key- account- management gets a new dimension, with a more certain perspective of long-term customer satisfaction. Key words: customer, marketing, sales, account-based-marketing, efficient approach, sustainability 1552100 978-953-346-167-0 2024-04-10T13:01:20.159Z 44 no 46 Zoran Bogetić Univerzitet u Beogradu Ekonomski fakultet 0000-0001-7513-2903 Goran Petković Univerzitet u Beogradu Ekonomski fakultet person 0000-0001-7304-9751 Dragan Stojković Univerzitet u Beogradu Ekonomski fakultet person 0000-0003-2636-8682 Aleksa Dokić Univerzitet u Beogradu Ekonomski fakultet person 0000-0003-1274-3947 application/pdf 901364 https://phaidrabg.bg.ac.rs/o:33432 no yes 18 70 92000004 11A03 Proceedings of the international scientific conference TRADE PERSPECTIVES 2021: international trade in a post COVID-19 world 101 116 2021