Optimizing Your ABM Team Structure: Strategies and Metrics for Effective Account Engagement

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Account-based marketing (ABM) is the go-to marketing strategy for many businesses because it allows them to focus their resources on high-value accounts, which drives tailored engagement and boosts revenue growth. However, for this strategy to be successful, the ABM team must align with the company’s business goals, target account strategies, and market dynamics. 

By synchronizing talent, tools, and tactics, organizations can not only focus on high-value accounts but also ensure that every team member and resource is purposefully geared toward achieving measurable outcomes.  

In this guide, we’ll examine the key components of a high-performing ABM team—from the core roles that make up the team to the necessary key systems and tools for success—that directly influence revenue outcomes. 

What is an ABM Team Structure?

An account based marketing team structure is a strategic framework designed to organize the roles, responsibilities, and workflows specifically for executing highly targeted marketing campaigns tailored to key accounts. This structure typically involves clearly defined roles that work collaboratively to ensure that every facet of the campaign aligns with the overall business objectives and the needs of the target accounts.

At its core, a well-defined ABM team aims to streamline communication and promote close collaboration between sales and marketing departments. For instance, sales teams provide crucial insights into customer pain points and account behavior, which marketing teams then leverage to create personalized content and messaging. This synergy not only boosts engagement with accounts but also accelerates the sales cycle and contributes directly to business growth.

Types of ABM structures

When adopting an ABM approach, it’s important to note that not every target account fits the same mold. You must determine the right level of personalization and resource allocation for each account or segment of accounts that patronize your business. This is where the different types of ABM structures come into play, offering you the flexibility to adapt your strategies based on the size, value, and needs of your target audience.

1. One-to-one ABM teams

The One-to-One structure is designed to target high-value individual accounts with precision and personalization. In this structure, dedicated roles are assigned to focus solely on a single account, ensuring that every effort—from research and messaging to outreach and follow-up—is customized to fit that specific account's needs and challenges. 

This personalized approach enables teams to build deep, strategic relationships with key decision-makers. However, it typically requires significant resources and close collaboration across the marketing and sales teams.

Read: Why Multithreading is Crucial For Account-Based Marketing

2. One-to-few ABM teams

The One-to-Few model targets a small segment of high-priority mid-tier accounts by grouping them based on similar characteristics, needs, or industry challenges. In this structure, shared resources are allocated to address the needs of several accounts simultaneously while still allowing for a level of personalization that resonates with each account within the group. 

This approach strikes a balance between the high-touch nature of one-to-one efforts and the scalability needed to manage multiple accounts effectively. It often involves common strategic themes and messaging tailored just enough to each segment, which ensures that your marketing efforts are cost-effective yet impactful.

3. One-to-many ABM teams

The One-to-Many structure is designed to engage a large pool of target accounts using technology-driven marketing campaigns. This structure uses automation, data analytics, and scalable content distribution techniques to deliver personalized content at scale. 

While the level of individual account customization is lower compared to One-to-One or One-to-Few approaches, modern technology enables the efficient segmentation and targeting of diverse account groups. 

The primary focus is on volume, where the broad application of strategies ensures that an expansive range of accounts receives personalized messaging, which drives brand awareness and potentially nurtures leads into higher-value engagements over time.

Read: Account-Based Marketing versus Lead Generation: Pros, Cons, Differences

Key Roles in an ABM Team

A successful ABM team is built on a foundation of diverse skills and clear responsibilities. Each role in the team contributes a unique set of expertise, making sure that account-based marketing initiatives are well-coordinated, data-driven, and effectively executed. That said, here are some of the key roles to hire for in an ABM team

1. ABM Program Manager

The ABM Program Manager is responsible for orchestrating the overall campaign, aligning cross-functional efforts, and ensuring that ABM initiatives are executed on time (and within budget). You should consider hiring for this role if you’re scaling your ABM efforts beyond pilot projects and need a dedicated leader to manage complex campaigns.

Key responsibilities 

  • Develop and manage the ABM strategy and roadmap;
  • Coordinate between the sales and marketing teams, and other stakeholders;
  • Set performance metrics and track campaign progress;
  • Ensure budget alignment and manage resource allocation;
  • Oversee campaign execution and adjust tactics as necessary;
  • Report performance and insights to leadership.

2. Account Strategist

The Account Strategist crafts personalized plans for high-priority accounts by combining deep market insights with a personalized approach to address each account’s unique challenges. This role is essential when your ABM focus shifts to a select group of high-value accounts that require customized strategies for effective engagement.

Key responsibilities 

  • Identify specific target accounts and do research to understand their needs;
  • Develop individualized account strategies and go-to-market plans;
  • Collaborate with sales and content teams to align messaging;
  • Identify key decision-makers and influencers within high-priority accounts;
  • Monitor account progress and suggest marketing strategy refinements;
  • Coordinate account-specific campaigns and events.

3. Sales Development Representative (SDR)

The Sales Development Representative (SDR) focuses on engaging key stakeholders within target accounts, qualifying opportunities, and setting the stage for the sales team to close deals. SDRs should be brought on board when there’s a need to bridge marketing efforts and sales execution by actively engaging with prospects and setting up meaningful conversations.

Key responsibilities 

  • Identify and reach out to potential contacts;
  • Qualify leads and assess account readiness for deeper engagement;
  • Schedule meetings between prospects and account executives;
  • Maintain an updated database of account interactions;
  • Provide feedback to marketing about account responses;
  • Track engagement metrics to refine outreach strategies.

Read: Recruiting Sales Professionals—Hiring Process and Roles Explained

4. Content Strategist

The Content Strategist creates personalized messaging and content tailored to the different tiers of accounts. This ensures that communications resonate with the unique challenges and objectives of each audience segment.

You should introduce a Content Strategist when you need specialized, high-quality content that aligns with both strategic objectives and specific account needs, especially as your ABM initiatives grow in complexity.

Key responsibilities 

  • Develop content themes and narratives for key account tiers;
  • Create and oversee the production of personalized content assets (blogs, whitepapers, videos, etc.);
  • Collaborate with account strategists to align content with account-specific strategies;
  • Ensure consistency in messaging across various channels;
  • Analyze content performance and adjust strategies accordingly;
  • Manage content calendars and coordinate with external partners if needed.

5. Data Analyst

The Data Analyst tracks account engagement, monitors performance metrics, and provides insights to refine and enhance ABM strategies. This role is crucial once you have a steady flow of ABM campaigns running and need to continuously measure performance and optimize strategies based on actual data insights rather than guesswork.

Key responsibilities

  • Collect, analyze, and interpret account engagement data;
  • Develop and maintain dashboards to track key performance indicators (KPIs);
  • Identify trends, opportunities, and areas for improvement in campaign performance;
  • Collaborate with other team members to align data insights with strategy refinements;
  • Provide regular performance reports to stakeholders;
  • Recommend data-driven enhancements to future campaigns.

6. Sales Enablement Specialist

The Sales Enablement Specialist empowers sales teams by providing them with targeted tools, insights, and materials required to effectively engage prospects and close deals in an ABM context. This role becomes necessary as your ABM strategy matures, and you need to ensure that marketing materials and insights are used to their fullest potential. 

Key responsibilities 

  • Develop and deliver training programs on ABM tools and strategies;
  • Create sales collateral tailored to the needs of best fit accounts;
  • Provide regular updates on ABM performance and insights;
  • Work closely with both sales and marketing to align messaging;
  • Develop a centralized repository of resources and best practices;
  • Support the sales team in adapting strategies based on account feedback.

How to Build an ABM Team Structure

Building an effective structure for your team begins with a clear understanding of your objectives, available resources, and the strategic alignment of roles and workflows. Here are some steps to follow to build a high-performing ABM team. 

Step 1: Define your ABM goals

Start by clarifying what you intend to achieve with your ABM program. Whether the goal is to accelerate your pipeline, expand strategic accounts, or close large deals, having a specific objective will serve as the north star for your efforts. 

Begin by outlining measurable outcomes that align with your business priorities. provides clarity and direction, ensuring that every member of your team knows the exact targets their efforts should support. It also ensures that all subsequent decisions—from allocating resources to structuring the team—are driven by the strategic intent of your program. 

Step 2: Assess your current resources

Once you’ve defined your goals, thoroughly assess your current resources. This involves identifying the strengths of your existing team, recognizing any gaps in skills or expertise, and understanding how well your marketing and sales teams are already collaborating. 

Consider whether your technology stack and data analytics tools are sufficient for tracking ABM metrics and if your current workforce can handle the level of personalization required by ABM strategies. This step is crucial because it helps you determine if you need to hire new talent, provide additional training, or even restructure team workflows to better support your ABM campaigns.

Step 3: Align roles with ABM tiers

Different ABM strategies demand varying levels of specialization depending on the target account tier. For high-value, one-to-one engagements, you may need dedicated roles to build deep, personalized relationships. For mid-tier accounts, a one-to-few approach might be more appropriate, requiring team members who can multitask and manage shared strategies across a segment. 

On the other hand, scalable, technology-driven one-to-many campaigns call for roles that focus on automation and broad content distribution. Aligning roles with these ABM tiers ensures that each segment of your target audience/accounts receives the appropriate level of attention. It also helps with resource allocation and in developing customized tactics that address the unique needs of each tier.

Step 4: Establish cross-functional workflows

The final step in building your account based marketing team structure is creating seamless, cross-functional workflows that integrate the efforts of your ABM, sales, and customer success teams. Collaboration is the backbone of a successful ABM strategy, so you need to develop frameworks that encourage regular communication, shared objectives, and ongoing feedback between departments. 

Establish scheduled alignment meetings, integrated reporting systems, and collaborative planning sessions to make sure the messaging, strategy, and execution across all teams are synchronized. By embedding cross-functional workflows into your ABM operations, you not only increase efficiency but also ensure that every touchpoint with a target account reinforces the program’s strategic objectives.

Key Systems and Tools for ABM Teams

To effectively execute ABM strategies, your team must have a well-integrated tech stack that not only centralizes critical data but also drives personalization, scalability, and insights. This tech stack empowers your ABM team to deliver targeted messaging, monitor account engagement, and make data-driven adjustments that fuel revenue growth.

Here are the three main tools you need in your core ABM tech stack:

1. Customer Relationship Management tool

A Customer Relationship Management (CRM) system is the heartbeat of your ABM data management. It centralizes account information, allowing your team to track interactions, manage relationships, and monitor every stage of the account journey. This system is crucial for ensuring that every piece of customer data is accessible and actionable.

Key features 

  • Centralizes account and contact data;
  • Tracks communication history and interactions;
  • Facilitates audience segmentation and targeting of accounts;
  • Provides reporting and performance analytics.

Best CRM tools 

2. Intent data tools 

Intent data tools provide valuable insights into which accounts are actively researching topics, products, or services in your industry. These insights include the behaviors and interests of prospective accounts. By identifying in-market accounts, intent data tools allow your team to prioritize and tailor its outreach strategies based on real-time signals. 

Key features 

  • Identifies accounts showing purchase intent;
  • Tracks content consumption and search behavior;
  • Helps prioritize accounts that are more likely to convert;
  • Improves the overall targeting strategy by aligning marketing efforts with customer behavior.

Best intent data tools

3. Marketing automation tools

Marketing automation platforms, such as Marketo or HubSpot, allow you to scale personalized outreach efforts across a large number of accounts. These systems automate tasks like email campaigns, content delivery, and engagement tracking, ensuring that each targeted account receives a consistent and tailored experience without overwhelming the team with manual processes.

Key features 

  • Automates email campaigns and content delivery;
  • Customizes messaging based on account behavior;
  • Enables multi-channel engagement and follow-ups;
  • Provides analytics to measure campaign performance and ROI.

Best marketing automation platforms

System integration

System integration refers to the seamless alignment and synchronization of disparate tools within your tech stack—so that the CRM, intent data tools, and marketing automation platforms can communicate effectively. This integration is vital because it provides a unified view of account data and campaign performance, which in turn facilitates better decision-making. 

When all systems are connected, data flows effortlessly from one platform to another, reducing the risk of misaligned information or siloed insights. For an ABM team, this means improved collaboration, efficient resource allocation, and the ability to swiftly optimize ABM campaigns based on real-time analytics. 

Team Structure Examples and Visualizations

Different organizations require different approaches to structuring their ABM team based on their size, resources, and strategic priorities. Here are some sample ABM structures that can help clarify roles and responsibilities in your organization.

1. Startup ABM team structure

If you’re a startup, you’re likely working with a small budget and limited resources, which means you must rely on generalists who are comfortable wearing multiple hats and handling a variety of responsibilities simultaneously. 

In a startup environment, it’s essential to create a lean and agile team that can pivot quickly and adapt to emerging opportunities. For example, if you’re a tech startup looking to capture market share, you may consolidate roles that include marketing, sales, and data analytics to maximize impact while minimizing overhead. 

A startup account based marketing team structure might look like this:

  • Head of ABM / Marketing Manager
    • Account Strategist / Sales Representative (account research, marketing strategy development, and engaging with target accounts)
    • Content & Data Specialist (creates and distributes tailored content, and tracks account engagement and analytics)

Why this structure works

In this lean structure, each team member is cross-functional, which ensures that core ABM activities are covered despite the compact team size. This strategic approach allows startups to remain agile, resource-efficient, and fully engaged with their high-priority accounts.

2. Scaling ABM team Structure

As your company scales, your ABM operations evolve to support increasingly complex processes and a broader portfolio of target accounts. This often necessitates shifting from a team of generalists to a more specialized, tiered structure where dedicated experts focus on specific aspects of the strategy. 

Here’s what a scaling ABM structure might look like: 

  • VP of Marketing
    • Director of Account-Based Marketing
      • ABM Program Manager 
        • Account Strategist(s) 
      • Content Strategist
        • Content creators 
        • Copywriters
        • Graphic designers  
      • Data Analyst 
      • Sales Enablement Specialist

Why this structure works

This comprehensive structure ensures that each ABM tier receives specialized attention and that the entire process—from account strategy and content creation to data analysis and sales enablement—is managed by experts focused on maximizing campaign effectiveness and revenue growth.

3. Enterprise ABM team structure 

If you’re an enterprise, you likely face a higher degree of complexity in managing ABM operations, given your diverse product lines and global reach. To address this complexity, you need a matrix-style ABM team setup where regional and tier-specific ABM specialists work in tandem with product line experts.

Also, due to the varying nature of initiatives—ranging from long-term strategic projects to agile, short-term ABM campaigns—you could outsource some short-term projects (like content creation and graphic design) to external talent (freelancers or marketing agencies). 

Here’s a sample structure that illustrates how an enterprise ABM team might be organized:

  • Chief Marketing Officer 
    • Director of Global ABM Operations
      • Enterprise ABM Project Manager
        • Regional ABM Leads 
          • Regional Account Strategists [for each region]
          • Regional Content Specialists [for each region] 
            • Content creators [freelancers]
            • Copywriters [freelancers]
            • Graphic designers [freelancers]
        • Product ABM Leads 
          • Dedicated Account Strategists [for each product line]
          • Dedicated Content Specialists [for each product line]
        • Head of Analytics
          • Data analysts 
        • Head of Sales Enablement 
          • Sales Enablement Specialists
          • Sales Development Representatives

Why this structure works

This ABM structure ensures that each product line and geographic region has dedicated accountability while also being scalable and flexible through the use of outsourced talent. This blend of full-time specialists and freelancers allows enterprises to dynamically adjust resources, optimize costs, and quickly respond to both long-term strategic priorities and short-term campaign needs.

When to Hire vs. Outsource ABM Roles

Deciding whether to hire full-time ABM specialists or to outsource certain roles is a strategic decision that depends on the long-term goals and immediate needs of your account-based marketing program. 

When to hire full-time ABM specialists

Investing in full-time ABM talent is ideal when your organization is committed to long-term strategic accounts and requires continuous, in-depth engagement. When institutional knowledge is critical for success, having dedicated team members who deeply understand your business, customer profiles, and overall marketing strategy can help you build stronger relationships and achieve more consistent outcomes. 

In these cases, a full-time investment ensures that your ABM campaigns align with overarching business goals and benefit from nuanced insights over time.

When to outsource or use on-demand talent

Outsourcing specific ABM roles or leveraging on-demand talent (freelancers or marketing agencies) can be a strategic advantage for initiatives with shorter timelines or when exploring new strategies. This approach is particularly effective for account-specific campaigns or pilot projects where you need to test and iterate quickly without committing to long-term overhead.

Benefits of outsourcing

At MarketerHire, we think the best approach is a hybrid model, where you have a core in-house team to handle strategic, long-term initiatives and a slew of freelancers brought on to support some shorter-term initiatives. If you’re not sure if you should outsource to external talent, here are a few reasons you should: 

  • Cost-efficiency. Outsourcing to external talent, especially freelancers, is generally cheaper than hiring full-time employees. By outsourcing work, you can avoid the long-term overhead costs associated with full-time hires while still benefiting from expert guidance.
  • Scalability: While you can work with freelancers (or agencies) for years, they typically handle short-term projects on an as-needed basis. This means you can easily hire them when you need their services and let them go when the project is done.
  • Specialization: Many freelancers and agencies specialize in very specific verticals. So, outsourcing work to external talent can give you access to niche expertise that you may not have in-house.
  • Flexibility: Freelancers and agencies allow you to scale your team up or down whenever you want. This way, you can shift strategies rapidly and make agile decisions without being anchored by fixed structures. 
  • Broader perspectives: External marketing professionals often bring diverse industry experiences and fresh ideas to the table. Bringing them on to support your in-house team gives you access to different perspectives, which can encourage innovation.

Key Metrics for ABM Team Success

Measuring the performance of an ABM team requires a nuanced approach that goes beyond traditional marketing metrics. Below are some metrics you can use to measure ABM success: 

1. Revenue-focused KPIs 

These metrics directly link ABM activities to business outcomes, highlighting the campaign’s impact on revenue and overall growth. They help evaluate how targeted account strategies contribute to the bottom line.

  • Pipeline contribution. This metric measures the volume and quality of leads generated by ABM initiatives that enter the sales pipeline. It reflects the effectiveness of your targeting and personalization strategies in creating opportunities.
  • Deal velocity. This tracks the speed at which targeted accounts move through the sales funnel. This metric indicates whether ABM efforts accelerate decision-making and closing deals faster than traditional methods.
  • Account Retention Rate. This metric assesses how well ABM strategies facilitate long-term relationships with key accounts. A high retention rate indicates successful engagement and value delivery, which are critical for sustained business growth. 

2. Engagement metrics 

Engagement metrics focus on how actively target accounts interact with your ABM campaigns. They provide insights into the effectiveness of personalized content and communication strategies in capturing the attention of decision-makers.

  • Account Engagement Score. This is a composite metric that aggregates various touchpoints—such as website visits, content downloads, email interactions, and event participation—into a single score, reflecting the overall engagement level of a target account.
  • Marketing-Sourced Deals. This tracks the number and value of closed deals originating from marketing-led initiatives, providing a clear link between ABM campaigns and sales outcomes. 

3. Alignment metrics 

These metrics evaluate the level of collaboration and integration between sales and marketing teams within the ABM framework. Alignment is crucial for ensuring that both teams work towards shared goals and that ABM strategies are effectively supported across the organization.

  • Shared KPIs Across Sales and Marketing. These KPIs are jointly defined and agreed upon by both teams so everyone can work towards common objectives. They help bridge the gap between marketing-generated activity and sales outcomes.
  • SLA (Service Level Agreement) Adherence. This measures the extent to which both teams meet agreed-upon standards and timelines for lead follow-up and campaign execution. Strong SLA adherence is a sign of effective collaboration and operational efficiency.

By tracking these revenue-focused, engagement, and alignment metrics, you can not only quantify the impact of your ABM team on revenue but also identify areas for improvement, optimize campaign strategies, and ensure seamless collaboration between sales and marketing. 

Read: Our Favorite KPIs For B2B Account-Based Marketing

Why MarketerHire is the Best Place to Build Your ABM Team Structure

In this article, we’ve explored many things, including various ABM structures, key roles, and sample ABM team charts. Still, the core message is this: Aligning your ABM structure with account tiers, business goals, and strategic workflows is critical for driving revenue growth and maximizing account engagement.

Building a high-performing account-based marketing team requires not only strategic planning but also the right expertise to execute highly targeted campaigns that resonate with your accounts. However, for many companies, the traditional hiring process can be time-consuming and laborious—especially when building out a specialized ABM team that demands top-notch talent.

This is where MarketerHire comes in. 

We can help you build your ABM team by connecting you with a vast network of pre-vetted marketing professionals.  Whether you need seasoned CMOs, expert Account-Based Marketers, skilled Sales Representatives, or creative Content Specialists, MarketerHire has you covered.

Using a blend of AI-driven matching and human expertise, MarketerHire can pair your company with the ideal ABM professional in as little as 48 hours. And to ensure the perfect fit, you'll benefit from a no-risk, two-week free trial. Although it's rare that a match isn't quite right, we offer a free rematch if needed—so you can build your ABM team with confidence and efficiency.

If you’d like to get started with building your dream team, schedule a call with us today.

Althea StormAlthea Storm
Althea Storm is a freelance Content Marketer who has written 300+ expert-backed and data-driven articles, eBooks, and guides for top software companies like HubSpot, Thinkific, Wiza, and Zapier. When Althea’s not producing top-notch content, you’ll find her deeply engrossed in a novel or painting.
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Account-based marketing (ABM) is the go-to marketing strategy for many businesses because it allows them to focus their resources on high-value accounts, which drives tailored engagement and boosts revenue growth. However, for this strategy to be successful, the ABM team must align with the company’s business goals, target account strategies, and market dynamics. 

By synchronizing talent, tools, and tactics, organizations can not only focus on high-value accounts but also ensure that every team member and resource is purposefully geared toward achieving measurable outcomes.  

In this guide, we’ll examine the key components of a high-performing ABM team—from the core roles that make up the team to the necessary key systems and tools for success—that directly influence revenue outcomes. 

What is an ABM Team Structure?

An account based marketing team structure is a strategic framework designed to organize the roles, responsibilities, and workflows specifically for executing highly targeted marketing campaigns tailored to key accounts. This structure typically involves clearly defined roles that work collaboratively to ensure that every facet of the campaign aligns with the overall business objectives and the needs of the target accounts.

At its core, a well-defined ABM team aims to streamline communication and promote close collaboration between sales and marketing departments. For instance, sales teams provide crucial insights into customer pain points and account behavior, which marketing teams then leverage to create personalized content and messaging. This synergy not only boosts engagement with accounts but also accelerates the sales cycle and contributes directly to business growth.

Types of ABM structures

When adopting an ABM approach, it’s important to note that not every target account fits the same mold. You must determine the right level of personalization and resource allocation for each account or segment of accounts that patronize your business. This is where the different types of ABM structures come into play, offering you the flexibility to adapt your strategies based on the size, value, and needs of your target audience.

1. One-to-one ABM teams

The One-to-One structure is designed to target high-value individual accounts with precision and personalization. In this structure, dedicated roles are assigned to focus solely on a single account, ensuring that every effort—from research and messaging to outreach and follow-up—is customized to fit that specific account's needs and challenges. 

This personalized approach enables teams to build deep, strategic relationships with key decision-makers. However, it typically requires significant resources and close collaboration across the marketing and sales teams.

Read: Why Multithreading is Crucial For Account-Based Marketing

2. One-to-few ABM teams

The One-to-Few model targets a small segment of high-priority mid-tier accounts by grouping them based on similar characteristics, needs, or industry challenges. In this structure, shared resources are allocated to address the needs of several accounts simultaneously while still allowing for a level of personalization that resonates with each account within the group. 

This approach strikes a balance between the high-touch nature of one-to-one efforts and the scalability needed to manage multiple accounts effectively. It often involves common strategic themes and messaging tailored just enough to each segment, which ensures that your marketing efforts are cost-effective yet impactful.

3. One-to-many ABM teams

The One-to-Many structure is designed to engage a large pool of target accounts using technology-driven marketing campaigns. This structure uses automation, data analytics, and scalable content distribution techniques to deliver personalized content at scale. 

While the level of individual account customization is lower compared to One-to-One or One-to-Few approaches, modern technology enables the efficient segmentation and targeting of diverse account groups. 

The primary focus is on volume, where the broad application of strategies ensures that an expansive range of accounts receives personalized messaging, which drives brand awareness and potentially nurtures leads into higher-value engagements over time.

Read: Account-Based Marketing versus Lead Generation: Pros, Cons, Differences

Key Roles in an ABM Team

A successful ABM team is built on a foundation of diverse skills and clear responsibilities. Each role in the team contributes a unique set of expertise, making sure that account-based marketing initiatives are well-coordinated, data-driven, and effectively executed. That said, here are some of the key roles to hire for in an ABM team

1. ABM Program Manager

The ABM Program Manager is responsible for orchestrating the overall campaign, aligning cross-functional efforts, and ensuring that ABM initiatives are executed on time (and within budget). You should consider hiring for this role if you’re scaling your ABM efforts beyond pilot projects and need a dedicated leader to manage complex campaigns.

Key responsibilities 

  • Develop and manage the ABM strategy and roadmap;
  • Coordinate between the sales and marketing teams, and other stakeholders;
  • Set performance metrics and track campaign progress;
  • Ensure budget alignment and manage resource allocation;
  • Oversee campaign execution and adjust tactics as necessary;
  • Report performance and insights to leadership.

2. Account Strategist

The Account Strategist crafts personalized plans for high-priority accounts by combining deep market insights with a personalized approach to address each account’s unique challenges. This role is essential when your ABM focus shifts to a select group of high-value accounts that require customized strategies for effective engagement.

Key responsibilities 

  • Identify specific target accounts and do research to understand their needs;
  • Develop individualized account strategies and go-to-market plans;
  • Collaborate with sales and content teams to align messaging;
  • Identify key decision-makers and influencers within high-priority accounts;
  • Monitor account progress and suggest marketing strategy refinements;
  • Coordinate account-specific campaigns and events.

3. Sales Development Representative (SDR)

The Sales Development Representative (SDR) focuses on engaging key stakeholders within target accounts, qualifying opportunities, and setting the stage for the sales team to close deals. SDRs should be brought on board when there’s a need to bridge marketing efforts and sales execution by actively engaging with prospects and setting up meaningful conversations.

Key responsibilities 

  • Identify and reach out to potential contacts;
  • Qualify leads and assess account readiness for deeper engagement;
  • Schedule meetings between prospects and account executives;
  • Maintain an updated database of account interactions;
  • Provide feedback to marketing about account responses;
  • Track engagement metrics to refine outreach strategies.

Read: Recruiting Sales Professionals—Hiring Process and Roles Explained

4. Content Strategist

The Content Strategist creates personalized messaging and content tailored to the different tiers of accounts. This ensures that communications resonate with the unique challenges and objectives of each audience segment.

You should introduce a Content Strategist when you need specialized, high-quality content that aligns with both strategic objectives and specific account needs, especially as your ABM initiatives grow in complexity.

Key responsibilities 

  • Develop content themes and narratives for key account tiers;
  • Create and oversee the production of personalized content assets (blogs, whitepapers, videos, etc.);
  • Collaborate with account strategists to align content with account-specific strategies;
  • Ensure consistency in messaging across various channels;
  • Analyze content performance and adjust strategies accordingly;
  • Manage content calendars and coordinate with external partners if needed.

5. Data Analyst

The Data Analyst tracks account engagement, monitors performance metrics, and provides insights to refine and enhance ABM strategies. This role is crucial once you have a steady flow of ABM campaigns running and need to continuously measure performance and optimize strategies based on actual data insights rather than guesswork.

Key responsibilities

  • Collect, analyze, and interpret account engagement data;
  • Develop and maintain dashboards to track key performance indicators (KPIs);
  • Identify trends, opportunities, and areas for improvement in campaign performance;
  • Collaborate with other team members to align data insights with strategy refinements;
  • Provide regular performance reports to stakeholders;
  • Recommend data-driven enhancements to future campaigns.

6. Sales Enablement Specialist

The Sales Enablement Specialist empowers sales teams by providing them with targeted tools, insights, and materials required to effectively engage prospects and close deals in an ABM context. This role becomes necessary as your ABM strategy matures, and you need to ensure that marketing materials and insights are used to their fullest potential. 

Key responsibilities 

  • Develop and deliver training programs on ABM tools and strategies;
  • Create sales collateral tailored to the needs of best fit accounts;
  • Provide regular updates on ABM performance and insights;
  • Work closely with both sales and marketing to align messaging;
  • Develop a centralized repository of resources and best practices;
  • Support the sales team in adapting strategies based on account feedback.

How to Build an ABM Team Structure

Building an effective structure for your team begins with a clear understanding of your objectives, available resources, and the strategic alignment of roles and workflows. Here are some steps to follow to build a high-performing ABM team. 

Step 1: Define your ABM goals

Start by clarifying what you intend to achieve with your ABM program. Whether the goal is to accelerate your pipeline, expand strategic accounts, or close large deals, having a specific objective will serve as the north star for your efforts. 

Begin by outlining measurable outcomes that align with your business priorities. provides clarity and direction, ensuring that every member of your team knows the exact targets their efforts should support. It also ensures that all subsequent decisions—from allocating resources to structuring the team—are driven by the strategic intent of your program. 

Step 2: Assess your current resources

Once you’ve defined your goals, thoroughly assess your current resources. This involves identifying the strengths of your existing team, recognizing any gaps in skills or expertise, and understanding how well your marketing and sales teams are already collaborating. 

Consider whether your technology stack and data analytics tools are sufficient for tracking ABM metrics and if your current workforce can handle the level of personalization required by ABM strategies. This step is crucial because it helps you determine if you need to hire new talent, provide additional training, or even restructure team workflows to better support your ABM campaigns.

Step 3: Align roles with ABM tiers

Different ABM strategies demand varying levels of specialization depending on the target account tier. For high-value, one-to-one engagements, you may need dedicated roles to build deep, personalized relationships. For mid-tier accounts, a one-to-few approach might be more appropriate, requiring team members who can multitask and manage shared strategies across a segment. 

On the other hand, scalable, technology-driven one-to-many campaigns call for roles that focus on automation and broad content distribution. Aligning roles with these ABM tiers ensures that each segment of your target audience/accounts receives the appropriate level of attention. It also helps with resource allocation and in developing customized tactics that address the unique needs of each tier.

Step 4: Establish cross-functional workflows

The final step in building your account based marketing team structure is creating seamless, cross-functional workflows that integrate the efforts of your ABM, sales, and customer success teams. Collaboration is the backbone of a successful ABM strategy, so you need to develop frameworks that encourage regular communication, shared objectives, and ongoing feedback between departments. 

Establish scheduled alignment meetings, integrated reporting systems, and collaborative planning sessions to make sure the messaging, strategy, and execution across all teams are synchronized. By embedding cross-functional workflows into your ABM operations, you not only increase efficiency but also ensure that every touchpoint with a target account reinforces the program’s strategic objectives.

Key Systems and Tools for ABM Teams

To effectively execute ABM strategies, your team must have a well-integrated tech stack that not only centralizes critical data but also drives personalization, scalability, and insights. This tech stack empowers your ABM team to deliver targeted messaging, monitor account engagement, and make data-driven adjustments that fuel revenue growth.

Here are the three main tools you need in your core ABM tech stack:

1. Customer Relationship Management tool

A Customer Relationship Management (CRM) system is the heartbeat of your ABM data management. It centralizes account information, allowing your team to track interactions, manage relationships, and monitor every stage of the account journey. This system is crucial for ensuring that every piece of customer data is accessible and actionable.

Key features 

  • Centralizes account and contact data;
  • Tracks communication history and interactions;
  • Facilitates audience segmentation and targeting of accounts;
  • Provides reporting and performance analytics.

Best CRM tools 

2. Intent data tools 

Intent data tools provide valuable insights into which accounts are actively researching topics, products, or services in your industry. These insights include the behaviors and interests of prospective accounts. By identifying in-market accounts, intent data tools allow your team to prioritize and tailor its outreach strategies based on real-time signals. 

Key features 

  • Identifies accounts showing purchase intent;
  • Tracks content consumption and search behavior;
  • Helps prioritize accounts that are more likely to convert;
  • Improves the overall targeting strategy by aligning marketing efforts with customer behavior.

Best intent data tools

3. Marketing automation tools

Marketing automation platforms, such as Marketo or HubSpot, allow you to scale personalized outreach efforts across a large number of accounts. These systems automate tasks like email campaigns, content delivery, and engagement tracking, ensuring that each targeted account receives a consistent and tailored experience without overwhelming the team with manual processes.

Key features 

  • Automates email campaigns and content delivery;
  • Customizes messaging based on account behavior;
  • Enables multi-channel engagement and follow-ups;
  • Provides analytics to measure campaign performance and ROI.

Best marketing automation platforms

System integration

System integration refers to the seamless alignment and synchronization of disparate tools within your tech stack—so that the CRM, intent data tools, and marketing automation platforms can communicate effectively. This integration is vital because it provides a unified view of account data and campaign performance, which in turn facilitates better decision-making. 

When all systems are connected, data flows effortlessly from one platform to another, reducing the risk of misaligned information or siloed insights. For an ABM team, this means improved collaboration, efficient resource allocation, and the ability to swiftly optimize ABM campaigns based on real-time analytics. 

Team Structure Examples and Visualizations

Different organizations require different approaches to structuring their ABM team based on their size, resources, and strategic priorities. Here are some sample ABM structures that can help clarify roles and responsibilities in your organization.

1. Startup ABM team structure

If you’re a startup, you’re likely working with a small budget and limited resources, which means you must rely on generalists who are comfortable wearing multiple hats and handling a variety of responsibilities simultaneously. 

In a startup environment, it’s essential to create a lean and agile team that can pivot quickly and adapt to emerging opportunities. For example, if you’re a tech startup looking to capture market share, you may consolidate roles that include marketing, sales, and data analytics to maximize impact while minimizing overhead. 

A startup account based marketing team structure might look like this:

  • Head of ABM / Marketing Manager
    • Account Strategist / Sales Representative (account research, marketing strategy development, and engaging with target accounts)
    • Content & Data Specialist (creates and distributes tailored content, and tracks account engagement and analytics)

Why this structure works

In this lean structure, each team member is cross-functional, which ensures that core ABM activities are covered despite the compact team size. This strategic approach allows startups to remain agile, resource-efficient, and fully engaged with their high-priority accounts.

2. Scaling ABM team Structure

As your company scales, your ABM operations evolve to support increasingly complex processes and a broader portfolio of target accounts. This often necessitates shifting from a team of generalists to a more specialized, tiered structure where dedicated experts focus on specific aspects of the strategy. 

Here’s what a scaling ABM structure might look like: 

  • VP of Marketing
    • Director of Account-Based Marketing
      • ABM Program Manager 
        • Account Strategist(s) 
      • Content Strategist
        • Content creators 
        • Copywriters
        • Graphic designers  
      • Data Analyst 
      • Sales Enablement Specialist

Why this structure works

This comprehensive structure ensures that each ABM tier receives specialized attention and that the entire process—from account strategy and content creation to data analysis and sales enablement—is managed by experts focused on maximizing campaign effectiveness and revenue growth.

3. Enterprise ABM team structure 

If you’re an enterprise, you likely face a higher degree of complexity in managing ABM operations, given your diverse product lines and global reach. To address this complexity, you need a matrix-style ABM team setup where regional and tier-specific ABM specialists work in tandem with product line experts.

Also, due to the varying nature of initiatives—ranging from long-term strategic projects to agile, short-term ABM campaigns—you could outsource some short-term projects (like content creation and graphic design) to external talent (freelancers or marketing agencies). 

Here’s a sample structure that illustrates how an enterprise ABM team might be organized:

  • Chief Marketing Officer 
    • Director of Global ABM Operations
      • Enterprise ABM Project Manager
        • Regional ABM Leads 
          • Regional Account Strategists [for each region]
          • Regional Content Specialists [for each region] 
            • Content creators [freelancers]
            • Copywriters [freelancers]
            • Graphic designers [freelancers]
        • Product ABM Leads 
          • Dedicated Account Strategists [for each product line]
          • Dedicated Content Specialists [for each product line]
        • Head of Analytics
          • Data analysts 
        • Head of Sales Enablement 
          • Sales Enablement Specialists
          • Sales Development Representatives

Why this structure works

This ABM structure ensures that each product line and geographic region has dedicated accountability while also being scalable and flexible through the use of outsourced talent. This blend of full-time specialists and freelancers allows enterprises to dynamically adjust resources, optimize costs, and quickly respond to both long-term strategic priorities and short-term campaign needs.

When to Hire vs. Outsource ABM Roles

Deciding whether to hire full-time ABM specialists or to outsource certain roles is a strategic decision that depends on the long-term goals and immediate needs of your account-based marketing program. 

When to hire full-time ABM specialists

Investing in full-time ABM talent is ideal when your organization is committed to long-term strategic accounts and requires continuous, in-depth engagement. When institutional knowledge is critical for success, having dedicated team members who deeply understand your business, customer profiles, and overall marketing strategy can help you build stronger relationships and achieve more consistent outcomes. 

In these cases, a full-time investment ensures that your ABM campaigns align with overarching business goals and benefit from nuanced insights over time.

When to outsource or use on-demand talent

Outsourcing specific ABM roles or leveraging on-demand talent (freelancers or marketing agencies) can be a strategic advantage for initiatives with shorter timelines or when exploring new strategies. This approach is particularly effective for account-specific campaigns or pilot projects where you need to test and iterate quickly without committing to long-term overhead.

Benefits of outsourcing

At MarketerHire, we think the best approach is a hybrid model, where you have a core in-house team to handle strategic, long-term initiatives and a slew of freelancers brought on to support some shorter-term initiatives. If you’re not sure if you should outsource to external talent, here are a few reasons you should: 

  • Cost-efficiency. Outsourcing to external talent, especially freelancers, is generally cheaper than hiring full-time employees. By outsourcing work, you can avoid the long-term overhead costs associated with full-time hires while still benefiting from expert guidance.
  • Scalability: While you can work with freelancers (or agencies) for years, they typically handle short-term projects on an as-needed basis. This means you can easily hire them when you need their services and let them go when the project is done.
  • Specialization: Many freelancers and agencies specialize in very specific verticals. So, outsourcing work to external talent can give you access to niche expertise that you may not have in-house.
  • Flexibility: Freelancers and agencies allow you to scale your team up or down whenever you want. This way, you can shift strategies rapidly and make agile decisions without being anchored by fixed structures. 
  • Broader perspectives: External marketing professionals often bring diverse industry experiences and fresh ideas to the table. Bringing them on to support your in-house team gives you access to different perspectives, which can encourage innovation.

Key Metrics for ABM Team Success

Measuring the performance of an ABM team requires a nuanced approach that goes beyond traditional marketing metrics. Below are some metrics you can use to measure ABM success: 

1. Revenue-focused KPIs 

These metrics directly link ABM activities to business outcomes, highlighting the campaign’s impact on revenue and overall growth. They help evaluate how targeted account strategies contribute to the bottom line.

  • Pipeline contribution. This metric measures the volume and quality of leads generated by ABM initiatives that enter the sales pipeline. It reflects the effectiveness of your targeting and personalization strategies in creating opportunities.
  • Deal velocity. This tracks the speed at which targeted accounts move through the sales funnel. This metric indicates whether ABM efforts accelerate decision-making and closing deals faster than traditional methods.
  • Account Retention Rate. This metric assesses how well ABM strategies facilitate long-term relationships with key accounts. A high retention rate indicates successful engagement and value delivery, which are critical for sustained business growth. 

2. Engagement metrics 

Engagement metrics focus on how actively target accounts interact with your ABM campaigns. They provide insights into the effectiveness of personalized content and communication strategies in capturing the attention of decision-makers.

  • Account Engagement Score. This is a composite metric that aggregates various touchpoints—such as website visits, content downloads, email interactions, and event participation—into a single score, reflecting the overall engagement level of a target account.
  • Marketing-Sourced Deals. This tracks the number and value of closed deals originating from marketing-led initiatives, providing a clear link between ABM campaigns and sales outcomes. 

3. Alignment metrics 

These metrics evaluate the level of collaboration and integration between sales and marketing teams within the ABM framework. Alignment is crucial for ensuring that both teams work towards shared goals and that ABM strategies are effectively supported across the organization.

  • Shared KPIs Across Sales and Marketing. These KPIs are jointly defined and agreed upon by both teams so everyone can work towards common objectives. They help bridge the gap between marketing-generated activity and sales outcomes.
  • SLA (Service Level Agreement) Adherence. This measures the extent to which both teams meet agreed-upon standards and timelines for lead follow-up and campaign execution. Strong SLA adherence is a sign of effective collaboration and operational efficiency.

By tracking these revenue-focused, engagement, and alignment metrics, you can not only quantify the impact of your ABM team on revenue but also identify areas for improvement, optimize campaign strategies, and ensure seamless collaboration between sales and marketing. 

Read: Our Favorite KPIs For B2B Account-Based Marketing

Why MarketerHire is the Best Place to Build Your ABM Team Structure

In this article, we’ve explored many things, including various ABM structures, key roles, and sample ABM team charts. Still, the core message is this: Aligning your ABM structure with account tiers, business goals, and strategic workflows is critical for driving revenue growth and maximizing account engagement.

Building a high-performing account-based marketing team requires not only strategic planning but also the right expertise to execute highly targeted campaigns that resonate with your accounts. However, for many companies, the traditional hiring process can be time-consuming and laborious—especially when building out a specialized ABM team that demands top-notch talent.

This is where MarketerHire comes in. 

We can help you build your ABM team by connecting you with a vast network of pre-vetted marketing professionals.  Whether you need seasoned CMOs, expert Account-Based Marketers, skilled Sales Representatives, or creative Content Specialists, MarketerHire has you covered.

Using a blend of AI-driven matching and human expertise, MarketerHire can pair your company with the ideal ABM professional in as little as 48 hours. And to ensure the perfect fit, you'll benefit from a no-risk, two-week free trial. Although it's rare that a match isn't quite right, we offer a free rematch if needed—so you can build your ABM team with confidence and efficiency.

If you’d like to get started with building your dream team, schedule a call with us today.

Althea Storm
about the author

Althea Storm is a freelance Content Marketer who has written 300+ expert-backed and data-driven articles, eBooks, and guides for top software companies like HubSpot, Thinkific, Wiza, and Zapier. When Althea’s not producing top-notch content, you’ll find her deeply engrossed in a novel or painting.

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