Best Practice Report

Adopting An Agile Approach To Account-Based Marketing

December 4th, 2019

Summary

Account-based marketing (ABM) and agile methodology are popular options that can be combined in some circumstances. Before moving to an agile approach, consider the readiness of the organization and the suitability of specific processes. Although they may be keen to apply agile to ABM because of the potential benefits (e.g., accelerating time to market, reducing risk, increasing productivity), it is important to apply agile in the right way to the right processes and with the right resources. ABM leaders should identify what they are hoping to achieve by adopting agile, and how they will evaluate success. In this report, we identify key points to consider before moving to an agile ABM approach.

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