Establishing an Account-Based Marketing Program Office

January 1st, 2018

Summary

Establishing an account-based marketing (ABM) program office is a likely next step for B2B organizations looking to expand their ABM initiative beyond a pilot. A program office allows a more dedicated focus on a key area without making dramatic changes to the marketing ecosystem. The leader of the ABM program office has a critical role to play, from setting strategy to measuring results.

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