This research report is designed as a fact-based roadmap to help B2B marketers around the globe achieve ABM success.

Fewer than one-quarter of all ABM programs produce significant revenue impact; that is, ABM accounts for at least 25% of marketing attributed revenue within their organization. Contrasting this, over 40% of ABM programs produce negative, uncertain, or unmeasured revenue impact.

The output of this research is a fact-based best practice roadmap for marketers to use, based upon two contrasting cohorts, high versus low performing ABM programs, and the differences in their approach across 20 strategy and execution considerations.

The objective is to help marketers identify specific areas of improvement and accelerate their journey – from adoption to performance – by executing a more mature ABM strategy that drives a significant revenue impact at their organization.