This article is based on Akriti Gupta’s insightful talk at the ABM Summit. As an RMA member, you can enjoy the complete recording here.

There’s a lot of buzz about account-based marketing (ABM) these days. But what does it take to create a successful ABM program? 

In this article, I share insights from my journey – failures and all – on how to build, execute, and measure an ABM program that drives meaningful engagement and measurable growth. 

Here’s what you’ll learn:

  • How to lay the groundwork for ABM success, including defining objectives, setting up governance models, and building strong partnerships with sales.
  • Why collaboration with sales is critical and how to align seamlessly across teams at every stage of your program.
  • The key phases of ABM execution, from identifying target accounts and crafting tailored campaigns to celebrating wins and sharing results.
  • How to measure ABM’s impact, focusing on reputation, relationships, and revenue, with shared KPIs between marketing and sales.

Whether you’re new to ABM or looking to refine your strategy, this article offers actionable tips and practical advice to help you succeed. 

Let’s dive in!

ABM is a journey, not a quick fix

Before we jump into the ABCs of ABM, it’s important to understand one key thing: ABM isn’t something you can start doing overnight. Unlike standard marketing campaigns where you create content and see quick results, ABM requires patience and strategic planning. It’s a journey, not a sprint. 

You’ll need to lay solid foundations, pilot a few programs, and gradually scale from there. Trying to rush the process often leads to failure, as I learned firsthand while setting up ABM at Google Cloud. Building a strong foundation is critical – it’s what sets your program up for long-term success.

ABM thrives on cross-functional alignment

The second thing to keep in mind is that ABM isn’t a solo effort. Marketing might take the lead, but for the program to succeed, everyone – sales, leadership, and other stakeholders – needs to play a role. Cross-functional alignment is essential. 

Collaborating closely with your sales team, for instance, ensures that both teams are working toward shared goals. From aligning on high-priority accounts to maintaining open communication, this partnership is the cornerstone of a successful ABM strategy.

The three phases of setting up an ABM program

There are three key steps involved in creating and running a successful ABM program: 

  1. Build: This phase lays the foundation for everything that follows. It’s where you establish frameworks and expectations, define your strategy, and ensure everyone is on the same page before moving forward.
  2. Execute: Here’s where the planning comes to life. This phase is all about launching your campaigns, deploying tailored outreach, and putting your plan into action. 
  3. Share: Celebrating wins, big or small, is essential. This phase involves reporting on progress, sharing outcomes with stakeholders, and gathering feedback to continuously improve. 

Now, let’s take a closer look at each phase.

Phase 1: Build

One of the most important steps in laying the foundation for a successful ABM program is getting buy-in from key stakeholders. Having executive sponsors from both sales and marketing on board can make a huge impact.

At this stage, it’s also vital to set realistic expectations. As I’ve mentioned, ABM isn’t something you can rush. It usually takes around four to six months to launch a program, and during the first year, the focus should be on piloting and learning – not scaling. 

Scaling tends to come in year two, and even then, not every aspect of the program can scale. After all, ABM is meant to be bespoke, so what works for one account won’t necessarily fit another.

Sharing your vision for how ABM will work, your go-to-market framework, and when people can expect to see results helps keep everyone aligned. 

Diagram titled 'Define ABM for your organization' featuring a pyramid with three layers representing ABM approaches: 1:1 at the top, 1:few in the middle, and 1:many at the base, supported by a Global Center of Excellence. Bullet points ask key questions about scope, focus, clustering accounts, timelines, and scaling.

A great starting point is defining what ABM means for your business. It might seem like everyone already knows what ABM is, but you’d be surprised – different organizations and teams often have very different interpretations. Contextualizing ABM to fit your company’s goals helps get everyone on the same page and ensures the program is set up for success.

You should also take the time to dig into sales priorities and uncover industry and customer insights. This is key to shaping the program in a way that feels truly collaborative.

Clustering accounts and staying focused

If your ABM program involves a one-to-few approach, now’s the time to figure out how to group accounts. Will you cluster them by industry or perhaps by go-to-market strategy? The best approach depends on your business. 

A word of advice: try to avoid mixing new accounts with existing customers and aim to keep each cluster to 20–25 accounts at most. It’s not always easy to settle on these limits with sales, but keeping clusters manageable will make your program run much more smoothly.