Best Practice Report

The Forrester Account-Based Marketing Maturity Model

January 1st, 2018

Summary

Maturity models are used to assess where an organization or group falls on a spectrum of expected maturity or capabilities. Assessing maturity can be helpful to executives and teams, providing a high-level view of the organization’s current state compared to expectations, revealing areas that are not as mature as expected, and demonstrating areas of strength that can be leveraged further. In this report, we introduce the Forrester Account-Based Marketing (ABM) Maturity Model and describe how it can be used to evaluate an ABM organization.

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