Rethinking ABM for the Next Opportunity

2020 ABM Benchmark Study

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Beginning in 2017, the ABM Leadership Alliance and ITSMA have provided essential data and insight on ABM strategies, practices, and results with annual benchmark studies of early-stage and more mature programs. The 2020 Benchmark Study provides critical data and commentary on ABM program objectives, maturity, budgets, tools, tactics, challenges, metrics, and business results.

Looking toward 2021, the report identifies five strategic guidelines for ABM-ers to accelerate success next year and beyond:

• Accelerate agile
• Deepen account insight
• Strengthen sales collaboration
• Build a blended strategy
• Invest in metrics

Interested in learning more? Watch our webinar featuring report reactions and perspectives from:

  • Nick Edouard, Co-Founder & CPO, PathFactory
  • Nancy Harlan, Head of Global Account-Based Marketing, Qlik
  • Rob Leavitt, SVP Consulting, ITSMA
  • Nick Runyon, CMO, PFL
  • Karen Webb, Americas Field Marketing, Content Strategy, and Sales Enablement, Dell Technologies