Best Practice Report

ABM Strategy, Goals and Alignment: Business Requirements

November 5th, 2018


Marketing and sales must jointly plan the account-based marketing (ABM) program, select market segments and accounts, and address program resources and responsibilities. Understanding the business requirements for ABM strategy, goals and alignment enables leaders to meet these requirements with people, processes and technologies. Supporting technologies and service providers must be evaluated in terms of their ability to support these requirements.

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