Account based marketing (ABM)vsforventningsstyring

Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with personalized marketing efforts, requiring precise alignment between marketing and sales teams to manage expectations about outcomes, timelines, and resource allocation. Forventningsstyring (expectation management) plays a critical role in ABM by ensuring that all stakeholders—internal teams, clients, and prospects—have a clear, shared understanding of what ABM can realistically achieve, when results can be expected, and how success will be measured. This alignment prevents overpromising and underdelivering, which is crucial because ABM campaigns often involve significant investment and longer sales cycles. Practically, forventningsstyring in ABM involves setting upfront agreements on target account selection criteria, engagement cadence, content personalization depth, and measurement metrics, enabling more effective collaboration and iterative optimization of ABM strategies. Without effective forventningsstyring, ABM efforts risk misaligned goals, wasted resources, and stakeholder dissatisfaction, undermining the strategic value of ABM initiatives within marketing, business development, and digital strategy frameworks.