Gartner Research

General Manager Insights: Keys to Unlocking Growth Through Account-Based Marketing

Published: 27 June 2019

ID: G00394046

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

Summary

Even large TSPs with experienced marketing teams often struggle to reap the full benefits of ABM programs that are pivotal to unlocking portfolio synergies. To succeed, technology general managers must ensure proper investment in ABM programs and alignment with stakeholders across the organization.

Table Of Contents

Analysis

  • ABM Can Provide Meaningful Lift Across Key Metrics
  • Apply Gartner’s ABM Framework, and Champion Discipline and Focus Across All Four of Its Parts to Maximize Lift
  • ABM Can Drive Double-Digit Lift in Pipeline Contribution, but Only With the Proper Investment
    • Recommendation: Ensure Stakeholders Are Dedicating Time and Resources to ABM to Maximize Pipeline Lift
  • Sales Engagement Is a Critical Component of ABM Success
    • Recommendation: Reduce Sales Friction by Starting With a Pilot Program to Prove Value
  • Summary

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