itsma's account based marketing council overview

Jeff Sands | Vice President and ABM Practice Lead | ITSMA

ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 2

Overview

ITSMA’s Account Based Marketing (ABM) Council is comprised of

senior-level marketing professionals focused primarily on designing

and building their company’s ABM program.

The Council is a peer network designed to raise the bar for

developing, marketing, and selling an integrated ABM Program

through best practice knowledge sharing and research.


Council Objectives

Creating a knowledge community to facilitate networking

among marketing executives dedicated to growing their

ABM Programs

Applying the 1−1 principles of ABM to relevant

other marketing strategies and programs

Sharing best practices with other

participating companies on critical

challenges associated with planning

and implementing ABM

Creating working groups to develop ABM

thought leadership, benchmarking and

research

Setting industry standards on selected

practices and issues related to ABM


ABM Council Members

AMB Council members are:

Employed at an ITSMA participating

company

Senior-level marketing

professionals with significant

experience in and influence

over their company’s ABM Program

Passionate about improving their

company’s ability to develop, build and

manage an effective Corporate ABM

Program

The Council is limited to 12 members and is by invitation only


Membership Criteria and Guidelines

ITSMA Annual Corporate Program—Council

members must represent companies that are

corporate clients of ITSMA.

Position—All members must hold senior-level

positions in their organizations and have

significant influence over their company’s ABM

program.

Attendance—All members must attend at least

one teleconference meeting and one face-to-face

meeting per year. Members may not send

delegates in their place unless:

– They are presenting as subject matter experts,

or

– Are approved in

advance by ITSMA

and the attending

council members.

Participation—All contributors are expected to

participate actively in the Council. This includes:

– Actively participating in Council research

projects, and

– Leading or collaborating on a Council

subcommittee, and/or

– Making a presentation and/or leading a

discussion at a Council meeting.

Confidentiality—Council meetings are organized

to encourage open discussion without concern for

personal or company reputation. Council

participants and ITSMA itself are free to use the

information received at Council meetings, but not

to reveal the identity or company affiliation of the

speaker(s) or any other participant.

Invitation Only—The Council is limited to 12

companies, with vacancies filled by invitation only.

ITSMA is responsible for extending membership

invitations.

Eligibility for Council membership includes the following:


ITSMA’s ABM Council will cover a wide

range of topics recommended by

Council members. Some of the issues to

be addressed during meetings and

through research include:

– ABM Adoption Model (continuing activity)

– Pushing the Envelope on ABM

Sophistication

– Marketing and Social Media—ABM

applications

– Sales and Marketing Collaboration

– Communicating the Value of ABM

internally and externally

– Other topics and issues raised by council

members

In addressing these topics, participants

benefit from:

– New thought leadership on account-

based marketing based on primary and

secondary research

– Peer learning and best practice sharing

(including Council participant

presentations)

– One to two in-person meetings, two+

teleconference meetings

– Participation in Council subcommittees,

research, and tasks

Program and deliverables


Council Priorities for 2013

Pushing the Envelope on ABM Sophistication

What’s new?

What successes can we learn from?

Applying Marketing Automation and Technology tools to ABM

An ABM Benchmark Study Update

Balancing the Offshore and Local ABM resources for research

and shared marketing services


Council Meetings and Promotion

Council Meetings

Four scheduled meetings will be

held with two in-person meetings

and two teleconference meetings

per year

ITSMA organizes each meeting

based on input and content

contributions from Council

participants

Council Promotion

ITSMA includes general

information about the ABM

Council and its activities on the

ITSMA website, including a list of

companies represented on the

Council

Individual Council members are

not identified by name except to

others within their company


Contact Jeff Sands

Vice President and ABM Practice Lead

ITSMA

[email protected]

+1-781-862-8500, Ext. 111

http://www.itsma.com/insight/account-based-marketing/

itsma's account based marketing council overview

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