Best Practice Report

Sales Responsibilities In Account-Based Marketing

January 1st, 2018


Successful account-based marketing (ABM) programs require ongoing care and feeding, with roles and responsibilities extending beyond the marketing organization. When ABM programs fail, the most common cause is a lack of clarity and alignment on required contributions throughout the ABM process. In this report, we focus on the role of the sales function in ABM programs, using the five process steps of the Forrester Account-Based Marketing Framework as a guide.

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