// account-based marketing

Source: Featured Blogs - Forrester

Traditional account-based marketing tiers assumed predictable, linear sales cycles where tier classification determined resource allocation. Today's buyers move fluidly between research phases, involve unexpected stakeholders, and collapse decision timelines, making static tiering frameworks misaligned with actual deal dynamics. Forrester's point is that B2B organizations need flexibility in how they segment and serve accounts based on real-time engagement signals rather than annual budget bucketing. This requires rethinking tech stacks and team structures built around the old three-tier assumption.