Account-Based Marketing: Setting SMART Goals

January 1st, 2018

Robert Peterson

With contributors:

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.

Want to read the full report?

This report is available for individual purchase ($1495).

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.