When Account-Based Marketing (ABM) began in the early 2000s, the focus was largely on collaborating with existing key accounts to drive new types of growth and innovation. Today, amid the rush to scale ABM and deploy the latest tools and tactics across hundreds or even thousands of accounts, that initial goal is often overlooked. At a time of market disruption, however, the role of ABM as a collaboration strategy with key accounts has never been more essential.
In this Viewpoint, ABM leaders from Red Hat, SAP, and HCL Technologies share their insight and experience, captured from their panel discussion on ABM during ITSMA’s 2019 Marketing Leadership Forum, where they highlight the value of robust programs at the top of the ABM pyramid, but also emphasize the need for careful attention to program strategy, structure, and skill that together ensure the greatest possible impact.
The Viewpoint highlights how the role of ABM is bringing marketing closer to revenue, and that marketing leaders are using it to innovate new solutions, enter new markets, connect with new buyers, and change perceptions with key accounts. Learn what these successful ABM leaders are doing right, from how their programs are driving strategic growth to how they’re organized within marketing and the larger organization to how they are building their ABM teams and what skills are the most important.