What’s up everyone! Welcome to 🌮 Taco Tuesday, a newsletter by ForgeX.

In here we share the latest and greatest around our Account-Based GTM research, provide our perspective on trending topics, and highlight what’s new at ForgeX.

🔬 2025 State of ABM Report: The Rise of Account-Based GTM

In many organizations, ABM is underfunded, misunderstood, or poorly defined.

With increasing pressure from the C-suite and financial backers (VCs, PE firms, etc.) to adopt a holistic Account-Based GTM strategy, understanding the fundamentals is crucial.

Today, we officially launch our newest research report: 2025 State of ABM: The Rise Of Account-Based Go-To-Market.

⛔️ Top 3 Challenges ABMers are Facing

The top three challenges ABM programs are facing in 2025 include:

1.) Insufficient budget

• A lack of proper funding is leaving ABM leaders forced to “do more with less” while simultaneously struggling to fulfill asks by executive leadership to expand their programs.

2.) Lack of internal understanding of the ABM deployment models

• There is a widespread absence of clarity around the definitions for each of the four distinct ABM deployment models.

3.) Lack of internal alignment on the definition of ABM

• The inability to define ABM clearly continues to be a major roadblock. Many organizations still operate with a vague or outdated definition, leaving cross-functional teams struggling to execute with confidence.

💰 Where is ABM Budget Being Allocated in 2025?

In 2025, ABM budgets will largely remain the same versus 2024.

The biggest increases in investment are going into campaigns (68%) and content (58%).

This is due to the fact that ABM leaders are increasing spend to scale existing programs and expand their resource-intensive and deeply personalized 1:1 and 1:Few programs.

42% of companies are increasing their MarTech budgets in 2025. Yet, instead of adopting new platforms, most organizations are now focused on maximizing the tools they already have.

👤 Dedicated Teams vs. Shared Resources in ABM Execution

57% of organizations currently have a dedicated ABM role or team in place.

Over half of the organizations that have a dedicated ABM team are planning to expand their headcount in 2025. Conversely, 16% of organizations that do not currently have a dedicated ABM role are preparing to establish one.

Organizations practicing 1:1, 1:Few, and Deal-Based ABM are more likely to have dedicated teams focused on execution.

In contrast, organizations practicing 1:Many ABM typically rely on part-time or shared team headcount and resources to manage their programs.

📖 Read the Full Research Report

What’s New at ForgeX?

🌮 Events

Upcoming Virtual:

• Biweekly Analyst Hour

  • Type: Live Q&A — Consulting Hour (No Cost)

  • When: March 20, 2025 @ 3 PM EST

  • Where: Zoom

• Building 1:1 Landing Pages (or microsites) for Your Top Target Accounts

  • Type: Peer-to-Peer Discussion

  • When: March 20, 2025 @ 3 PM EST

  • Where: Zoom

Upcoming In-Person:

• Live Account-Based GTM Essentials Certification Workshop + Top Golf

  • City: Atlanta, GA

  • When: Thursday, March 13, 2025 @ 12:00 PM – 5:30 PM

  • Where: Topgolf

• Demandbase Go - London Summit | ForgeX Keynote Session & Live Certification Workshop

  • City: London, UK

  • When: April 30, 2025 @ 9:30 AM

  • Where: Andaz London

  Access Our On-Demand Video Library

🌮 ForgeX Files Podcast

• Ep. 13 - 7 Predictions for ABM and GTM in 2025

  • 🎧 Listen on Spotify

  • 🎧 Listen on Apple Podcasts

🌮 Research & Insights

• Virtual Certification Course: Account-Based GTM

• Virtual Certification Course: Account-Based Measurement & Reporting

Have an awesome rest of the week y’all!

LFG,

Davis