HomeResearch Articles Setting Large-Account Marketing Goals: A Laddered Approach

Setting Large-Account Marketing Goals: A Laddered Approach

  • Large-account marketing initiatives should align to the company’s most strategic business goals
  • Goal laddering uses business goals to inform account-level goals, which are then used to inform marketing program goals
  • Goal alignment across sales and marketing works best when sales takes the lead on account goals and marketing takes the lead on program goals
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