Large-Opportunity Marketing: The Preparation Phase

Account-based marketers often dedicate resources to support the pursuit of large must-win opportunities. They typically do not need to provide support for all requested opportunities, but instead must validate each deal and confirm resource availability. These preparatory steps are critical to manage the account-based marketing (ABM) team’s capacity, minimize impact on regular ABM accounts, and ensure high-quality delivery. In this report, we describe how to validate that a large deal should receive ABM support, as well as how to secure the necessary resources and communicate the decision about whether to pursue the deal.