AT A GLANCE Many companies have turned to account-based marketing (ABM) to connect with their B2B customers more effectively. But ABM has been difficult to implement. That’s because it’s usually led by marketing, without sufficient buy-in from sales and service. The term account-based engagement better conveys the cross-functional integration necessary to seize opportunities in the complex ecosystem of large accounts. Account-Based Engagement Creates Value BCG research shows that ABE, done well, delivers impressive results. Companies that have overcome the hurdles and climbed the ABE maturity curve have realized faster pipeline growth, higher close rates, larger average deal sizes, and greater customer retention. Lessons from the ABE Leaders Start with pilots that involve a small group of accounts and don’t require a big investment in new infrastructure. Target the right accounts and align marketing, sales, and service on goals for specific accounts. Build infrastructure and capabili- ties to scale ABE. And recognize that rolling out ABE is a large-scale change initiative. 2 Moving Beyond ABM to Account-Based Engagement