The Account-Based Marketing Readiness Assessment Model

January 5th, 2018

With contributors:

Robert Peterson , Alisa Groocock

Summary

Account-based marketing (ABM) success requires several key ingredients to be in place before getting started, including strong organizational commitment, appropriate resourcing and discipline around some of the foundational elements of B2B marketing. Organizations should assess their readiness for ABM by examining key attributes within marketing, sales, technology, and insights; organizational fit; and resource adequacy. By assessing ABM readiness early, organizations can tailor their ABM scope and prepare to address identified gaps to achieve long-term success. In this report, we introduce the Account-Based Marketing Readiness Assessment Model, which defines five readiness categories that organizations must consider before launching an ABM program.

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