ITSMA Releases Its Account Based Marketing Adoption Model to Help Marketers Expand Key Accounts

In its Account Based Marketing (ABM) Adoption Model, ITSMA identifies four steps B2B marketers need to take to build a successful one-to-one marketing model to grow and expand business in large accounts.
Jan. 4, 2012 - PRLog -- ITSMA recently published a white paper, Four Stages to Full Account Based Marketing Adoption, which details ITSMA's Account Based Marketing (ABM) Adoption Model. The white paper will be helpful to B2B marketers who are trying to increase revenues and build deeper relationships with their top accounts. The white paper is based on ITSMA research and consulting experience on ABM, as well as from input and wisdom of ITSMA’s ABM Council, a best practice peer group of top ABM practitioner companies that ITSMA formed in 2006.

The ABM Adoption model draws on the work ITSMA has conducted with a wide range of B2B technology, professional services, and telecom marketers. ITSMA began working with companies on Account Based Marketing in 2002, and since then has published numerous white papers, developed and enhanced a formal ABM Framework, trained hundreds of marketers on ABM practices and principles, and has helped dozens of companies pilot, build, and grow their ABM programs, to build stronger long-term relationships with their most important customers.

“ABM is a powerful client-centric marketing strategy, but it takes planning and resources to get it right,” said Jeff Sands, Vice President and ABM Lead of ITSMA. “Our goal for the model and the white paper is to help marketers plan the steps they need to take to develop a successful Account Based Marketing program that has the full support and participation of both marketing and sales.”

In this white paper, ITSMA outlines the four distinct stages to ABM adoption, which need to be followed in order, starting with piloting the ABM program before moving on to building, standardizing, and scaling it.

The white paper gives details on the important activities and metrics for each stage of the model, as well as information on the drivers that tell a marketer when he or she is ready to move to the next stage. It also lists the prerequisites for ABM, so a company can determine whether it is ready to adopt this one-to-one marketing model, and highlights the key skills a marketer should have to be successful at ABM marketing.

For more information on ITSMA’s Account Based Marketing Adoption Model go to or contact Jeff Sands at

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ITSMA provides research, consulting, and training to the world’s leading technology, communications, and professional services providers.
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