The concept of Account Based Marketing experience a huge interest in companies these days as there are measurable benefits as you can see from the latest research of ITSMA.
Account Based Marketing bridges the gap between the sales organization focusing on strategic/top/key accounts and the strength of the marketing organization. Companies invest a fortune to build key account structures and to service those accounts.
Many times companies name customers “key” or “strategic” when they have either purchased a lot in the past or they are simply “large” companies.
Sales can do a lot to judge on those questions – Marketing research is a discipline which analyses the answer.
Sales can personally talk to many key people in the important accounts – Marketing can use tools to reach ALL of the key people with personalized messages.