Charter Report

Establishing An Account-Based Marketing Charter

January 1st, 2018
Robert Peterson, null
Robert Peterson
With contributor:
Alisa Groocock


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.