Best Practice Report

Designing And Executing An Account-Based Marketing Survey For Sales

January 1st, 2018
Robert Peterson, null
Robert Peterson


Account-based marketing (ABM) provides marketing teams with new ways to deliver value to the sales organization. Marketing must formalize feedback-gathering methods to determine the impact ABM has on sales performance. A consistent survey process helps marketing identify where objectives are being met and where enhancements are needed.

B2B marketing organizations must facilitate regular cross-functional communications to ensure that sales is reaping the benefits of account-based marketing (ABM). Marketing should seek feedback from sales to determine the impact of ABM programs on reps’ ability to win, grow and maintain target accounts. In this report, we present a framework for building an ABM survey designed to help marketers formalize the process for collecting sales feedback.

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