Best Practice Report

The Role Of The CMO In Account-Based Marketing

November 21st, 2019
Robert Peterson, null
Robert Peterson


Launching and sustaining an account-based marketing (ABM) initiative requires harmony among senior leaders in multiple functions. The CMO plays a central role in setting the overall strategy for the ABM effort and positioning ABM throughout the broader organization and within the marketing function. This report outlines the role of the CMO in the five major priorities that companies must consider when developing an ABM program, from program inception and strategy to execution and evolution.

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