From Latané's ABM insights, what are the two breakthroughs she identifies?

• A. ABM is impossible without the right technology; In order to be cost-effective, ABM must be scalable and repeatable
• B. ABM requires large teams; ABM works without data
• C. ABM is easy with minimal tech; ABM can be costlier
• D. ABM is only for enterprise; ABM is not scalable

Answer: (A)

The question tests understanding of what Latané identifies as two breakthroughs for ABM. The two breakthroughs are that ABM hinges on having the right technology to enable data-driven targeting and orchestration, and that ABM must be scalable and repeatable to be cost-effective.

Why these fit: The right technology acts as the enabler—without capable tools to collect and connect data, identify target accounts, coordinate across teams, automate touchpoints, and measure results, ABM can’t function effectively at scale. The second breakthrough—scalability and repeatability—addresses cost and ROI. To justify ABM as a repeatable, dollar-efficient approach, the program must be able to reach many accounts using standardized processes and plays, not be a one-off effort or rely on manual, bespoke work.

Why the other options don’t fit: they either downplay the role of data and technology, imply ABM can work with minimal tech, or suggest ABM is confined to large teams or to enterprise only. In reality, without the right technology and scalable, repeatable processes, ABM cannot achieve consistent results or cost-effectiveness.