Joint Account Planning: Account-Based Marketing And Sales

January 1st, 2018

Mike Pregler

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.

Want to read the full report?

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.