Distributing Responsibilities Between An Account-Based Marketing Center Of Excellence And Field Marketing

As account-based marketing (ABM) programs mature and expand globally, organizations are inevitably faced with questions about the role that field marketers play in delivering these programs. Field marketers can add significant value to ABM programs thanks to their proximity to local accounts and reps, as well as their deep knowledge of local markets. Relying heavily on field marketing rather than a centralized office makes more sense in some ABM scenarios than in others. In this report, we outline important considerations that determine what ABM activities field marketers should conduct and describe four approaches to designing an ABM center of excellence (COE).