Best Practice Report

Integrating Account-Based Marketing Programs Following a Merger or Acquisition: Five Key Considerations

January 1st, 2018
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst

Summary

Account-based marketers need to understand the business context for a merger or acquisition to create the best strategy for combining account-based marketing (ABM) programs. Organizations must account for numerous considerations when integrating ABM programs, including people, process, and technology changes. ABM leaders should develop an integration and communication plan with a roadmap to reach a successful combined ABM program.

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