Improving Enterprise ABM: Programmatic Approach Towards Target Account Selection & GTM Alignment
The New Pillars of ABM: Evolving Strategies for CMOs and ABM Practitioners
In the ever-evolving landscape of B2B marketing, CMOs and ABM (Account-Based Marketing) practitioners are constantly seeking ways to refine and optimize their strategies. Recently, there has been a surge of LinkedIn discussions questioning the efficacy of traditional ABM account tiering frameworks, particularly the 1:1, 1:Few, and 1: Many models. While these frameworks have been foundational, it's becoming increasingly clear that they may not fully address the complexities of modern marketing and sales dynamics.
The Emergence of New ABM Pillars
Amidst this ongoing debate, ForgeX has introduced innovative frameworks that are transforming how companies approach ABM. Their insights have led to the identification of three new pillars that are proving exceptionally helpful for modern practitioners:
- Enterprise ABM: 1:1 & 1:Few
- Growth ABM: 1:Many
- Deal Acceleration: Focused on moving deals through sales pipeline.
These pillars represent a more nuanced approach to ABM, offering strategies tailored to different stages of the customer journey and organizational needs.
The Shift Towards Growth ABM
One of the key insights from ForgeX's research is the growing trend among ABM practitioners to evolve their strategies towards Growth ABM. This shift isn't just a passing trend; it's a significant movement that reflects the changing priorities and challenges faced by marketing and sales teams today.
The Challenges of Enterprise ABM
While Growth ABM is gaining traction, Enterprise ABM remains a critical component of a comprehensive ABM strategy. Enterprise ABM typically focuses on 1:1 and 1:Few models, where deep, personalized engagement with high-value accounts is the priority. However, this approach comes with its own set of challenges, primarily the need for strong cross-functional alignment between marketing and sales.
At the heart of this alignment is the need to create an ongoing process for surfacing customer and market trends that can inform shared target account list selection. This requires a level of collaboration and commitment that goes beyond the capabilities of most ABM platforms. Unfortunately, many organizations struggle with this step, often skipping it altogether or failing to turn it into an ongoing program.
The Foundation of Alignment: Shared GTM Programs
To truly succeed with Enterprise ABM, companies must establish a shared go-to-market (GTM) program around account selection. This program should be built on a foundation of continuous collaboration between marketing and sales, ensuring that both teams are aligned on goals, strategies, and metrics. Without this alignment, the effectiveness of Enterprise ABM investments will be severely compromised.
This lack of alignment is a significant issue in many organizations, as evidenced by recent findings from HubSpot, which reveal that less than 7% of sellers feel that marketing provides high-quality leads. This statistic underscores the critical need for a more integrated approach to ABM, where marketing and sales work together from the outset to define and pursue shared objectives.
Redefining ABM Success
The introduction of ForgeX's new ABM pillars offers a fresh perspective on how companies can achieve better results from their ABM strategies. By embracing Growth ABM and ensuring strong cross-functional collaboration in Enterprise ABM, organizations can overcome the limitations of traditional tiering frameworks and create more effective, scalable programs.
However, this transformation requires more than just adopting new frameworks. It demands a cultural shift within organizations, where marketing and sales teams are no longer siloed but work together as a cohesive unit. This shift is essential for turning ABM from a tactical tool into a strategic driver of growth and success.
Key Metrics Improvements:
- Sales accepted opportunities (rate)
- Average deal size
- Win rates
Conclusion
As the landscape of B2B marketing continues to evolve, CMOs and ABM practitioners must stay ahead of the curve by adopting new strategies and frameworks that address the complexities of modern business. The pillars of Enterprise ABM, Growth ABM, and Deal Acceleration offer a promising path forward, but success depends on the ability to align marketing and sales efforts and create shared GTM programs that drive meaningful results.
At AlignICP, we're committed to helping organizations navigate this transformation. If you're looking to enhance your ABM strategy and achieve better alignment between marketing and sales, our software is purposely built to solve this problem.
