HomeResearch Articles Account-Based Marketing in the Channel

Account-Based Marketing in the Channel

  • As B2B organizations go to market, they must define the rules of engagement for marketing and selling to known accounts
  • Executing account-based marketing across direct and indirect channels requires a careful calibration of roles and tactics across all organizations and functions involved
  • While suppliers typically prefer to sell directly to their largest accounts, account-based marketing by partners also should be supported
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