Best Practice Report

Introducing The Large-Opportunity Marketing Framework

July 26th, 2022
With contributors:
Lisa Nakano , Chantelle Fynn , Kate Pierpont


Account-based marketing (ABM) leaders are increasingly focusing on partnering with sellers in pursuit of large, must-win opportunities, to improve the win rate. Although these large opportunities often originate from very large firms — the type of firms that tend to naturally be included in the ABM program already — ABM-style support may be requested for large must-win deals from smaller firms that may not be in the ABM initiative. The Forrester Large-Opportunity Marketing Framework identifies four phases to follow, from validating which deals should be eligible for support to analyzing and improving performance.

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