Best Practice Report

Joint Account Planning: Account-Based Marketing And Sales

January 1st, 2018

Summary

An account-based sales and marketing program is an investment in a coordinated approach to designated accounts that is designed to deepen relationships and maximize revenue. Aligning priorities, objectives, and activities across sales and marketing teams is essential to the success of an account-based approach, and the plan must change as the relationship with the customer changes. In this report, we outline a strategic account planning and execution process to understand customer needs, a roadmap for coordinating sales and marketing activities, and an executable plan for a long-term relationship that maximizes account revenue.

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