As account-based marketing (ABM) capabilities have matured, marketers are increasingly turning their focus to how they can use ABM to jointly target key accounts with channel partners. But the reality of executing this type of alignment can be complex, which is why ABM in the channel was such a hot topic at the recent SiriusDecisions Summit in London. We learned about the four key design elements you need to bake into your thinking before looking at the implications for how you plan, prioritize, execute and measure your ABM program.
Here are some key takeaways from the keynote on this subject led by Matt Senatore and Maria Chien:
As companies begin to adopt ABM with partners, leveraging the Channel ABM Process Framework provides a way to establish a formalized approach to ensure repeatable success. By following SiriusDecisions’ guiding principles, early adopters are seeing some great results, and we expect it to remain a hot topic as more partners realize that 1 + 1 can equal 3 when it comes to targeting key accounts.