Planning Guide Report

Planning Guide 2024: Demand And ABM

Adapt And Grow By Leading Prudent Changes In 2024

August 1st, 2023
Renee Irion, Principal Analyst
Renee Irion Principal Analyst
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
John Arnold, Principal Analyst
John Arnold Principal Analyst
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
Nora Conklin, Principal Analyst
Nora Conklin Principal Analyst
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
Kelvin Gee, Principal Analyst
Kelvin Gee Principal Analyst
With contributors:
Steven Casey , Naomi Marr , Emily Wen , Arianne Burnette

Summary

Demand and account-based marketing (ABM) leaders must recognize the vital role their teams play on the front lines of marketing. Organizations must modernize their marketing practices to keep up with market demands and maintain a competitive edge in a constantly changing environment. This requires innovative thinking and a willingness to embrace new technologies and techniques. With the right approach, organizations can enable a frontline marketing team that is nimble and effective in achieving its goals. This report outlines budgeting and planning guidance for demand and ABM leaders to consider for 2024 that will contribute to longer-term success.

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