Best Practice Report

The CMO’s Role In Account-Based Marketing

 and  four contributors
Updated Apr 04, 2025

Summary

Launching and sustaining an account-based marketing (ABM) initiative requires harmony among senior leaders in multiple functions. The CMO plays a central role in setting the overall strategy for the ABM effort and positioning ABM throughout the broader organization and within the marketing function. This report provides best practices for the CMO’s role in selecting the ABM go-to-market strategy and supporting ABM within the marketing organization.

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