Model Overview Report

The Forrester Account-Based Marketing Account Planning Framework

January 19th, 2018
Robert Peterson, null
Robert Peterson


Account planning is one of the key processes supporting account-based marketing (ABM) program planning, and execution. The account planning process for ABM requires collaboration by sales, and marketing to complete four planning steps, ranging from goal setting to engagement planning. Account planning takes on different nuances for large-account, named-account, and industry ABM deployment models. In this report, we outline the four linked process steps of account-based marketing (ABM) account planning, including what is required for each of the ABM deployment models: large-account marketing, named-account marketing, and industry ABM.

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