Vision Report

The Convergence Of Demand And Account-Based Marketing Is Closer Than You Think

March 30th, 2022
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette


The distance between demand and account-based marketing (ABM) teams has narrowed significantly. Market forces and internal needs have accelerated integration as companies seek to rationalize demand and ABM strategies and improve efficiencies. Convergence has emerged. With operational silos falling, organizations must understand how to support this unified future of marketing. Convergence will lead many marketing organizations to reconsider the need for distinct functional terms and move to a new, consolidated view of B2B marketing. This report outlines three key areas that form the foundation for a converged ecosystem: process, people, and infrastructure.

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.