CHAPTER 2 ABM doesn’t require a wholesale change to your marketing Marketing Operations – tags accounts in CRM, and helps team. The truth is, you can get started with ABM right away with data appending to build out contact records. and increase your team’s involvement over time. If you’re just getting started, call upon your current marketing team to spin For more details on the roles and responsibilities of a up a pilot program to prove ABM success before fully investing. high-performance ABM team, download this worksheet. Roles and responsibilities: ABM Lead – often the head of marketing, this individual spearheads the initiative, develops playbooks and the technology infrastructure needed, tracks metrics and communications program success. They’re responsible for coordination with other departments and communication across the entire team. Product Marketing – helps to figure out the ICP (Ideal Customer Profile), ranking accounts based on best fit for your company. Marketing Manager – runs the program mix, crafting account-specific emails and messages, nurturing relationships and supporting Sales. ABM INVESTMENTS AND RESOURCES 12