Best Practice Report

Mapping Competencies: Account-Based Marketing

December 14th, 2022
With contributors:
Nicky Briggs , Lisa Nakano , Chantelle Fynn , Arianne Burnette


Account-based marketers must demonstrate competency in five key areas to succeed in the role. Mapping the required competencies for account-based marketing (ABM) enables an objective assessment of each team member’s state of expertise. A disciplined focus on competency requirements provides a development path for the ABM team members to contribute to revenue and meet business objectives. In this report, we introduce the ABM Competency Map to define basic, intermediate, and advanced competencies across five core ABM disciplines.

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