Gartner Research

Tech Go-to-Market: Plan for Success With Account-Based Marketing Programs

Published: 24 April 2017

ID: G00322085

Analyst(s): Todd Berkowitz , Julian Poulter


The account is at the center of ABM programs. ABM success largely depends on building detailed and specific plans for accounts or segments of accounts. Technology business unit leaders should ensure collaboration between sales and marketing to build comprehensive account plans.

Table Of Contents



  • The Account Planning Process
  • The Components of an Account Plan
    • Current Situation and Objectives
    • Resources
    • Account Data
    • Lead Management
    • Content
    • Personalization
    • Engagement Channels
    • Metrics to Measure
  • Which Accounts Get a Plan?
  • Global and Strategic Customers
  • Summary

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