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Forrester research shows taking an account-specific approach to identifying, planning, managing, and measuring purchase and post-sale motions helps companies exceed key business and revenue goals.

As account-based simply becomes the way marketing and selling gets done, now is the time to replace the “M” in ABM with an “E” for engagement and rethink the role of account planning in account-based approaches more focused on finding the right accounts than on serving them.

From fostering tighter alignment between marketing and sales to engaging customers across their entire lifecycle, taking an account-centered approach to developing demand – instead of just pursuing out-of-context leads – makes companies more efficient at winning, serving, and retaining the right business.

Join our guest, Forrester’s Vice President and Principal Analyst, Laura Ramos, to learn:

  • Four account planning and execution practices that help revenue-facing teams convert the early promises of ABM into lifelong customer engagement.


Laura Ramos
VP, Principal Analyst, Forrester


Patrick Morrissey
SVP and GM at Upland Software

Check out the other webinars in this series