Model Overview Report

Channel Account-Based Marketing: Enterprise Accounts

January 1st, 2018

Summary

In the B2B world, strong teamwork is required between marketing and sales to design and execute account-based marketing (ABM) initiatives. For organizations that go to market via indirect channels, this coordinated ABM approach must extend to partners as well. The Forrester Channel Account-Based Marketing Framework outlines five design elements that organizations must establish for ABM execution in the channel. In this report, we take a deep dive into the enterprise/large-account section of the framework, reviewing key considerations for each of the process stages.

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