Roadmap Report

Account-Based Marketing: An Implementation Roadmap

January 31st, 2019


Organizations often want to operationalize an account-based marketing (ABM) pilot quickly, but are unclear on what steps to take or how to sequence them. ABM leaders benefit from a clear list of sequenced tasks that are needed 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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.