Gartner Research

Account Plans Drive Account-Based Marketing Success

Published: 07 June 2019

ID: G00379653

Analyst(s): Suzanne White , Alastair Woolcock , Julian Poulter , Todd Berkowitz


The target account is at the center of ABM programs. ABM success largely depends on building detailed and specific plans for accounts or segments of accounts. Product marketers should collaborate with sales and contribute to building joint and comprehensive account plans.

Table Of Contents
  • Key Challenges



  • Spend Time on the Account Planning Process
  • Build the Components of an Account Plan
    • Current Situation and Objectives
    • Resources
    • Account Data
    • Lead Management
    • Content
    • Personalization
    • Engagement Channels
    • Metrics to Measure
  • Determine Which Accounts Get a Plan
  • Use ABM to Support Global and Strategic Customers
  • Summary

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