Gartner Research

Tech Go-to-Market: Plan, Build and Manage a Successful Account-Based Marketing Program

Published: 24 April 2017

ID: G00322080

Analyst(s): Todd Berkowitz , Julian Poulter


TSPs are embracing account-based marketing programs to better target ideal prospects and customers in order to increase revenue. Technology business unit leaders should gain buy-in from sales, marketing and other executives around the program and the approach before embarking on ABM efforts.

Table Of Contents



  • Why ABM Is Not Just Demand Generation by Another Name
  • Use the Gartner Account-Based Marketing Framework for Your ABM Program
  • Build Support for ABM Across and Up the Organization
    • Aligning Sales and Marketing
    • Getting Executive Buy-In
  • Pilot or Start With a Small Campaign at the Beginning
  • Summary

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.