Best Practice Report

Account-Based Marketing In The Channel

January 1st, 2018
With contributor:
Dara Schulenberg

Summary

As B2B organizations go to market, they must define the rules of engagement for marketing and selling to known accounts. Executing account-based marketing across direct and indirect channels requires a careful calibration of shared objectives, plans, and operational processes across all organizations and functions involved. While suppliers typically prefer to sell directly to their largest accounts, account-based marketing by partners should also be supported. Partners often offer needed skill sets, expertise, or resources that suppliers either can’t provide or can’t scale. In this report, we explain how suppliers should sync account-based marketing efforts across indirect channels for named and large accounts.

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