The strategic powerhouse of partner ABM

In recent years, partner ecosystems and Account-Based Marketing (ABM) have emerged as two essential growth strategies for B2B organizations. ABM, renowned for its effectiveness in winning, growing, and retaining valuable clients, has seen significant adoption and investment. Simultaneously, businesses have harnessed the power of strategic partnerships to extend their market reach and offer more compelling solutions to their clients.

Despite their undeniable significance, partner-driven go-to-market (GTM) strategies and ABM initiatives have traditionally existed in separate organizational silos. Even in cases of collaboration between partner and ABM teams, such efforts have typically been ad-hoc responses to specific opportunities or limited-scale pilot projects.

However, a paradigm shift is underway, spurred by client demands for heightened synergy among their suppliers. Consequently, the partner ecosystem has assumed unprecedented importance in securing business from strategic accounts. ABM programs must adapt and embrace the pivotal role of partners to fully capitalize on the value of strategic clients. 

In this paper, we explore the imperative for B2B organizations to align partner ecosystems and ABM programs and consider the barriers that may hinder this. Drawing on practical insights, industry-leading research statistics, and our comprehensive 10-stage framework for building successful partner ABM initiatives, this provides a roadmap for achieving go-to-market success through strategic collaboration.

Read the full report here.