What’s up everyone! Welcome to 🌮 Taco Tuesday, a weekly 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.

Send us any questions or topics we should break down here ⬇️

👀 Unpacking 2 ABM Benchmark Audits

We’ve been auditing ABM programs at organizations ranging from $5 million to +$20 billion in ARR as we build out our Benchmarking Database.

Here is how 2 organizations have structured their Growth ABM tiers:

Example #1

• This first example comes from an organization that ranges from $100M - $1B in ARR.

• Their Tiers are structured based off of a data-backed segmentation exercise that involved both the ABMer and full sales team that covers 350 accounts in total.

  • Tier 1 = Highest GTM strategic priority. Eligible for highly personalized tactics, like ‘Custom Content’.

  • Tier 2 = Secondary GTM strategic priority. Eligible for some, but not all highly personalized tactics.

  • Tier 2 = Third GTM strategic priority. Eligible for scaled tactics, like ‘ABM Ad campaigns’.

• They have a mix of 55% expansion, and 45% net-new accounts all blended across the 3 Tiers.

Example #2

• The second example comes from an organization that ranges from $10M - $100M in ARR.

• Their Tiers are structured based off where the accounts are in the sales cycle and are covering 4,156 accounts in total.

  • Tier 1 = These accounts transferred from Tier 2 into Tier 1 after an opportunity was created. They include accounts that are high priority for the organization to convert.

  • Tier 2 = These accounts are all pre-opportunity, the objective is to move them into ‘MQA’ status and generate deals.

• They have a mix of 100% net-new accounts across both Tiers.

🧐 What Does This All Mean

The way in which organizations Tier their accounts as part of their Growth ABM strategy has varied far greater than we anticipated across our audits so far.

A few reasons why:

• The organization’s ACV makes a huge impact on coverage… orgs with a smaller ACV (<$50K) have far scaled coverage vs. orgs with a larger ACV ($50K to $500K, $500K to +$1M).

• The maturity of the Account-Based GTM program makes a difference, for those who are covering only net-new accounts, they have it in their roadmap to cover existing customers in an expansion play - resources are the challenge.

More on this as we continue our audits!

🔒 Want Full Access to our Benchmark Database?

There are 2 ways to access:

1. Give an ABM Benchmark Audit of your org (they are all anonymized): Apply here

2. Become a ForgeX Pro or Premium Member: Apply here

What’s New at ForgeX?

🌮 Events

On-demand:

• Playbook: Double Meeting Attendance with Person-Based Ads

  • With: 

    • Anna Tsymbalist, Head of ABM @ Influ2

    • Kevin Lindberg, ABM Lead @ Yotpo

  • We Discussed:

    • 👉 Spark pre-call excitement with timely and personalized campaigns

    • 👉 Build an automation flow in your CRM to create ever-green ad flows

    • 👉 Plan your next steps to continue influencing your buying groups with ads

    • 👉 Attribute this campaign to pipeline and revenue generated

🌮 Research & Insights

• Playbook: Double Meeting Attendance with Person-Based Ads

Have an awesome rest of the week y’all!

LFG,

Davis