Model Overview Report

The Forrester Channel Account-Based Marketing Framework

January 1st, 2018
Maria Chien, VP, Research Director
Maria Chien VP, Research Director

Summary

As the use of account-based marketing (ABM) rapidly accelerates throughout B2B, channel leaders are evaluating how it applies to partner ecosystems. Strong teamwork is required between marketing and sales to design and execute ABM initiatives, and this coordinated approach may extend to partners as well. The right channel ABM approach is determined by the customer tier and route to market. Suppliers must develop a framework that provides a consistent approach through partners. This report introduces the Forrester Channel Account-Based Marketing Framework, which outlines four design elements that must be established for ABM execution in the channel.

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