Setting Account Coverage for Large-Account Marketing

January 1st, 2018

Summary

In a B2B organization, the lion’s share of revenue often comes from a small percentage of accounts. To maximize the value of these accounts, nearly six in 10 organizations that use account-based marketing (ABM) employ a large-account marketing strategy: Marketing aligns with sales on a go-to-market coverage model that focuses on top enterprise or strategic accounts, with the goal of achieving growth and/or retention objectives. In this report, we examine three sets of factors that organizations must consider when assigning account coverage to large-account marketing resources.

Want to read the full report?

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.