Strategy before technology In the world of marketing technology, At a minimum, answer these questions before it’s tempting to buy technology to investing in ABM technology: “ Using your business strategy to guide attempt to solve a strategy problem. But 1. Why is ABM the right strategy for your business? technology purchases is a best practice in doing so leads only to disillusionment. all cases, but it is an absolute requirement in You must define your ABM strategy 2. Is there executive alignment and organizational emerging markets such as ABM platforms, before considering what technologies buy-in on ABM as your go-to-market strategy? where product capabilities vary widely. you need or what vendors have to offer. 3. What criteria makes a good target account? Only after you have defined your ABM strategy How will you decide on your target account list? can you properly prioritize and evaluate the capabilities each vendor offers. To use two “ Remember that ABM is foremost an 4. What does success with ABM look like? simplified examples, a small tech startup that engagement strategy, not a new How will you measure your progress? focuses on landing net new accounts will need an ABM platform with robust capabilities for technology. You will improve your 5. What are the roles and responsibilities of the account discovery, while a large manufacturer success rate by defining your business players on your ABM team? that focuses on account expansion will need an objectives first and then assessing optimized platform to find early signals of buying intent and create compelling digital engagement whether you already have the right throughout a lengthy purchase cycle.” tools in place to execute.” Source: Forrester: Define Your ABM Strategy Steven Casey, First, And Then Choose A Platform Principal Analyst, Forrester 166