Model Overview Report

The Forrester Account-Based Marketing Account Planning Framework

January 19th, 2018
Robert Peterson, null
Robert Peterson

Summary

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.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

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.