The 30-60-90 day plan for ABM

When it comes to developing an Account-Based Marketing strategy, the first thing to remember is that while the “M” stands for Marketing, ABM is a business strategy. This means that the most important thing marketers can do when implementing ABM as a go-to-market strategy is to engage and coordinate with sales. It’s critical to develop your strategy and agree on the business objectives before you even start thinking about the technology that will help you. The biggest mistake I see companies make when implementing ABM is when they try to boil the ocean and execute a huge change management initiative across the whole organization. Starting small, or being very specific in defining what you’re trying to do, can help you get some early wins and expand the program over time. That is often the better path to success than trying to implement ABM across all channels and across the funnel all at once. So, where do you start? Breaking it down into a 30-60-90 day plan to pilot ABM will help guide your team’s efforts to make the transition as smooth as possible. Below, I’ve outlined what to do, and expect, during the first 90 days of a pilot ABM strategy implementation.