Planning Guide Report

Account-Based Marketing Planning Assumptions 2020

August 1st, 2019


B2B account-based marketing (ABM) leaders and their teams must regularly adapt to a changing environment to survive and succeed. In this report, we describe five planning assumptions that ABM leaders need to be aware of and take action on as they begin their planning for 2020 and continue to evolve in the dynamic world of B2B.

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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.