Best Practice Report

Account-Based Marketing: Setting SMART Goals

January 1st, 2018
With contributors:
Nicky Briggs , Alisa Groocock

Summary

Account-based marketing (ABM) success depends on setting detailed and actionable goals. Account-based marketers and sales reps must share the same goals for driving opportunities (revenue) and improving customer relationships. Sources for ABM goals include sales account plans, account knowledge, market trends, and examples of previous successes. Too often, however, the goals defined by B2B leaders and teams are ambiguous, difficult to measure, or overly ambitious. In this report, we provide guidelines for setting clear account-based marketing goals using our version of the SMART goal-setting criteria originated by strategy guru Peter Drucker.

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