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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).