Establishing An Account-Based Marketing Charter

January 1st, 2018

Nicky Briggs VP, Principal Analyst

Robert Peterson

With contributor:

Alisa Groocock

Summary

An account-based marketing (ABM) charter is a plan for establishing an ABM function or pilot program. The charter summarizes components used during the preparation stage to define, scope, and resource the program. Forrester recommends that nine components be included in an ABM charter. In this report, we describe the components of an ABM charter that are essential for aligning participants and defining the organization’s ABM vision.

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