Best Practice Report

Sales Responsibilities In Account-Based Marketing

January 1st, 2018

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.