HomeResearch Articles The SiriusDecisions Account-Based Marketing Framework for Named Accounts

The SiriusDecisions Account-Based Marketing Framework for Named Accounts

  • A named-account approach focuses on supporting groups of accounts with similar needs with a one-to-many or one-to-a-few approach
  • A primary challenge when marketing to named accounts is achieving the required level of marketing support as the scope of the account-based marketing program expands
  • Marketing must clearly communicate to sales the differences between named-account and large-account marketing
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