Building An Account-Based Marketing Knowledge Portal

After a successful account-based marketing (ABM) pilot, most B2B organizations formalize ABM and give it a permanent home by establishing a centralized function, such as a program office or center of excellence. To meet the needs of sales and marketing stakeholders and ABM program participants, the program office should create a knowledge portal that includes relevant content and tools for each of its areas of responsibility: ABM program definition and goal setting; interlock and communications; processes and procedures; skills, knowledge, and training; technology and tools; and measurement and reporting. In this report, we present a five-step process for building an ABM knowledge portal.