ABM with Partners

The dramatic surge of account-based marketing (ABM) in recent years has focused primarily on marketing directly to target accounts and prospects. But ABM can work effectively with alliance partners, too. Bringing the combined capabilities of two partners to bear on key and other accounts can create even more powerful propositions and programs.

If you’re considering working with a strategic alliance partner on ABM, though, there are a number of important issues to address to ensure mutually beneficial programs. This ITSMA Marketing Tool, developed with support from the ITSMA ABM Council, outlines seven specific challenges to planning and execution success:

• Aligning partner goals
• Deciding who takes the lead
• Selecting people, processes, and systems
• Aligning compensation models
• Deciding who does what
• Navigating increased complexity
• Managing competitive conflict