Gartner Research

Tech Go-to-Market: Master Account Selection for Account-Based Marketing Programs

Published: 24 April 2017

ID: G00322082

Analyst(s): Todd Berkowitz , Julian Poulter

Summary

Selecting the right accounts is the linchpin of any successful account-based marketing effort. Technology business unit leaders should ensure their go-to-market teams use one of Gartner's recommended methods for identifying and choosing the accounts for use in their ABM programs.

Table Of Contents

Introduction

Analysis

  • Select the Right Accounts by Selecting the Right Approaches
    • Options for Fewer Accounts
    • Data-Driven Options for More Accounts
    • Options for ABM at Scale
    • Adjusting Selection Approaches as You Scale the ABM Program
    • Varying Approaches for Tiers of Accounts
  • Carefully Decide How Many Accounts to Initially Target
  • Revisit Account Selection on a Regular Basis
  • Summary

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