Roadmap Report

Account-Based Marketing: An Implementation Roadmap

June 29th, 2023
With contributors:
Kelvin Gee , John Arnold , Steven Casey , Chantelle Fynn , Arianne Burnette


Organizations often want to operationalize an account-based marketing (ABM) initiative quickly but are unclear about what steps to take or how to sequence them. ABM leaders benefit from a clear roadmap of sequenced tasks to build and execute a comprehensive program. Organizations preparing to launch an ABM program can take several steps to accelerate momentum and move through the three phases quickly — one of the most important is putting an ABM leader in place. In this report, we identify the key activities an ABM leader must complete to design, build, and execute a comprehensive ABM program and the best sequence for those activities.

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