Introducing The Demand And Account-Based Marketing Range Of Responsibilities Model

Demand and account-based marketing (ABM) leaders have an increasingly broad scope of responsibilities ranging from setting the strategic direction for the function to designing and executing programs. B2B demand and ABM leaders must balance their time and attention across seven priorities to create a subfunction capable of delivering buying experiences that meet buyer expectations and drive pipeline momentum for the organization. In this report, we introduce the Demand And Account-Based Marketing Range Of Responsibilities Model, which helps marketing leaders understand the overall scope and progression of the function as well as their relative maturity across priorities.