Gartner Research

Drive Significant Lift From Your Account-Based Marketing Programs

Published: 21 February 2019

ID: G00379651

Analyst(s): Todd Berkowitz, Suzanne White, Julian Poulter, Christy Ferguson

Summary

TSPs that properly invest in account-based marketing programs report a double-digit percentage lift in pipeline contribution, deal size, deal velocity and win rates. Technology product marketers need to work closely with sales to enact ABM programs to maximize success.

Table Of Contents

Introduction

Analysis

  • ABM Can Provide Meaningful Lift Across Key Metrics
  • Apply Discipline and Focus Across All Areas of ABM Execution to Maximize Lift
  • ABM Can Drive Double-Digit Lift in Pipeline Contribution, but Only With the Proper Investment
  • Recommendation: Dedicate Time and Resources to ABM to Maximize Pipeline Lift
  • Sales Engagement Is a Critical Component of ABM Success
  • Recommendation: Reduce the Friction With Sales by Starting With a Pilot Program to Prove Value
  • Summary

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