Account-Based Marketing Program Launch Brief

Launch Your Account-Based Marketing Program with Confidence

Account-based marketing (ABM) requires careful planning and cross-functional alignment to succeed. This Account-Based Marketing Program Launch Brief template helps marketing teams, agencies, and revenue operations professionals structure their ABM initiatives from the ground up—ensuring every stakeholder is aligned on target accounts, messaging, technology requirements, and success metrics.

Whether you're launching your first ABM pilot or scaling an enterprise program, this form captures everything from account selection criteria and persona insights to content strategy, orchestration platform needs, and sales alignment processes. By consolidating this information upfront, you'll avoid common ABM pitfalls like misaligned sales teams, scattered content, or unclear ROI expectations.

Built for Modern B2B Marketing Teams

This template is designed for marketing leaders, demand generation managers, ABM specialists, and revenue operations teams working in SaaS, consulting, enterprise software, and professional services. It's particularly valuable for organizations moving from traditional demand generation to targeted, account-centric strategies.

Use this brief to:

• Define your ideal account profile with firmographic, technographic, and behavioral criteria
• Document persona research for key decision-makers and influencers
• Map your content strategy across buyer journey stages and channels
• Specify platform requirements for orchestration, personalization, and measurement
• Establish sales alignment protocols including handoff processes and SLAs
• Set pipeline impact KPIs with clear attribution and measurement frameworks

Streamline ABM Planning with Paperform

Paperform makes it easy to turn your ABM brief into a living document that connects to your existing marketing stack. Use conditional logic to show different questions based on program type (pilot vs. full-scale), integrate with your CRM to validate account lists, and trigger Stepper workflows to automatically notify sales leadership, create project workspaces, or update your marketing operations dashboard.

The form's flexible design means you can embed it directly into your project kickoff process, share it with agency partners, or use it as a standardized intake for multiple ABM programs running in parallel. With Paperform's calculation fields and matrix questions, you can even build scoring mechanisms for account prioritization right inside the brief.

Start building high-impact ABM programs with clear documentation, stakeholder buy-in, and measurable outcomes from day one.