HomeResearch Articles SAP: Standardizing and Optimizing Account-Based Marketing

SAP: Standardizing and Optimizing Account-Based Marketing

  • Establishing a world-class customer-centric organization requires a holistic, standardized and repeatable approach
  • Account-based marketing (ABM) enables organizations to engage targeted accounts by assessing customer priorities and needs and tailoring messaging, programs, tactics and interactions that drive mutually beneficial wins
  • SAP formalized an ABM group, provided training and ongoing support, and created bill of materials for account-specific execution
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