Decision Tool

Prioritizing Accounts For A One-To-One Account-Based Marketing Approach

January 8th, 2020
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst

Summary

Account-based marketing is rooted in the premise that not all accounts are equal, which means that accounts need to be prioritized. Account-based marketers should start with a list of accounts that are high priority for the sales leader and augment this list based on their own due diligence. Accounts should be scored against three indexes — opportunity, achievability, and cooperation — to ensure the best chance of success. In this report, we describe a methodology for selecting accounts for a one-to-one ABM program and outline the insights that an account-based marketer should gather and apply to prioritize and score accounts.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

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.