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Account-based orchestration platforms provide one central place for businesses to manage account-based marketing efforts that help align sales and marketing teams. These platforms assist companies in targeting accounts, executing account-based marketing campaigns, and measuring and optimizing strategies. Account-based orchestration platforms provide a unified account list management which prioritizes and segments a company’s targeted accounts. By leveraging these platforms, marketing and sales teams can focus on identifying and nurturing the most promising accounts for their business. Account-based orchestration platforms can also execute multichannel campaigns and are often also included in one or more of the following categories: account-based direct mail software, account-based advertising software, and account-based web and content experiences software. However, software can provide account-based execution capabilities without providing a complete ABM platform.

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