Best Practice Report

Account-Based Models: Is Sales Ready?

January 1st, 2018


Moving to an account-based model may seem like a natural progression for a sales organization as its customer base matures. The change, however, requires a well-planned strategic transition driven by buyer needs, and must occur only after the organization has assessed its readiness. Sales operations should lead this collaborative decision-making and planning process and ensure that marketing is included. This report outlines Forrester’s Account-Based Model Decision Framework — a decision process that helps B2B sales organizations determine whether they are prepared for the transition to an account-based model.

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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.