Decision Tool

The Forrester Account Selection Tool

April 9th, 2024
With contributors:
Steven Casey , Alaina Ladd , Arianne Burnette


Account-based marketing (ABM) is rooted in the premise that accounts are not all equal and must be prioritized. Account-based marketers must identify and communicate the criteria that define their top strategic accounts, whether that process begins by vetting recommendations from sales or conducting data analysis of existing customers and past deals. Accounts should be scored against three indexes — opportunity, achievability, and cooperation — to ensure the best chance of success. This tool outlines a methodology for selecting accounts for a large ABM program and provides examples of the insights that an account-based marketer should gather and apply to prioritize and score accounts.

Want to read the full report?

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.