Gartner Research

Plan, Build and Manage a Successful Account-Based Marketing Program

Published: 26 March 2019

ID: G00382737

Analyst(s): Suzanne White, Todd Berkowitz, Julian Poulter, Rishi Sood

Summary

Account-based marketing programs are being aggressively adopted to increase pipeline and revenue and shorten sales cycles. Technology and service providers should utilize the Gartner Account-Based Marketing Framework to implement or improve the success rate of ABM efforts.

Table Of Contents
  • Key Challenges

Introduction

Analysis

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

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