HomeResearch Articles Establishing an Account-Based Marketing Program Office

Establishing an Account-Based Marketing Program Office

  • Establishing an account-based marketing (ABM) program office is a likely next step for b-to-b organizations looking to expand their ABM initiative beyond a pilot
  • A program office allows a more dedicated focus on a key area without making dramatic changes to the marketing ecosystem
  • The leader of the ABM program office has a critical role to play, from setting strategy to measuring results
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