Workfront: Launching A Successful ABM Pilot Program

August 3rd, 2018

Alisa Groocock

Summary

Successful account-based marketing (ABM) programs depend on the alignment of sales and marketing leaders on program goals as well as visible executive-level support. ABM leaders who focus early on alignment are well positioned to unite account-based marketers and sales account managers around specific and actionable goals at the account (or grouped-account) level and then drive successful program execution. In this report, we describe how Workfront established a large-account marketing pilot by securing early executive sponsorship, aligning ABM plans to sales goals, and leveraging advocates to create opportunities with buying groups that had been unresponsive.

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