Best Practice Report

Account-Based Marketing Capability Assessment And Scorecard

January 1st, 2018
Alisa Groocock, null
Alisa Groocock


Whether leaders or individual contributors, account-based marketers must be well-rounded across a variety of capabilities within six core disciplines. Forrester’s individual capability assessment for account-based marketers provides an objective evaluation of each marketer’s current capabilities. Assessment results can pinpoint areas for improvement and help to create a roadmap for developing advanced account-based marketing capabilities.

Typically, there is significant variation in the skill levels of individuals working in B2B account-based marketing (ABM). Assessing each marketer’s current capabilities can reveal areas of weakness that can be improved and areas of strength that can be further leveraged. In this report, we describe basic, intermediate and advanced competency levels for 19 capabilities within six core ABM disciplines and provide a scorecard for assessing the capabilities of individual account-based marketers – highlighting nuances that differentiate ABM program leaders vs. individual contributors.

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