Best Practice Report

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

January 1st, 2018


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.