Best Practice Report

The Chief Sales Officer’s Role In Operationalizing Account-Based Marketing

March 20th, 2018
Mike Pregler, VP, Research Director
Mike Pregler VP, Research Director

Summary

In a B2B organization, the chief sales officer (CSO) has an opportunity to turn a fledgling account-based marketing (ABM) effort into a fully operational, optimized program. Because ABM requires sales and marketing to collaborate and align on the accounts considered most important to the organization, the CSO can often set the tone as the highest-ranking sales executive. In this report, we describe the role of the CSO in supporting the five process steps of the Account-Based Marketing Framework.

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