Best Practice Report

Are You Ready To Deploy Named-Account Marketing?

November 20th, 2020
With contributor:

Summary

Organizations are increasingly embracing account-based marketing (ABM) as a key part of their marketing strategy. ABM has the potential to drive significant impact, but it’s not a remedy for an organization’s deep-rooted marketing challenges. Clear differences exist between organizations that realize value quickly from an ABM approach and those that take longer to see that value — or never achieve it at all. Every organization should audit its own readiness against a set of requirements. In this report, we describe the key requirements an organization should meet before launching a named-account marketing program.

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