This time of year always gives us an opportunity to look back on the past 12 months and document our achievements (and assess where we fell short). At the same time, it presents us with the chance to set a vision for the coming year. For account-based marketers, 2018 was an incredibly productive year; more and more B2B organizations reaped the benefits of a more focused effort on the accounts that matter most. So that begs the question: what should be the key considerations for ABM teams as they set their sights on the coming year and beyond?
Each year, SiriusDecisions publishes planning assumptions research to help our clients better prepare for the coming year. For 2019, we encourage companies to incorporate five key areas into their planning discussions to optimize their ABM programs. These represent the key priorities ABM leaders must address to effectively design and operationalize ABM programs.
It’s an exciting time for ABM. Companies across the globe, in all sizes and in a wide range of industries, are seeing the benefits of taking a more strategic approach to their high-value accounts. We believe B2B organizations should focus on the five key considerations discussed above and embed them in internal planning discussions for the coming year. Whether you’re just starting your ABM journey or are looking to turn your good ABM program into an award-winner, these evolutionary considerations can help guide you toward success.