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 ⬇️

👤👤 Two Types of Practitioners: Enterprise ABMer & Growth ABMer

The oversimplified “ABM Manager / Director / Lead” title is quickly becoming outdated.

Holding an “ABM” title doesn't mean you’re about to have an apples-to-apples conversation with another “ABM” leader.

As the modernized Growth ABM and Enterprise ABM deployment models have become the underlying fabric that organizations are using to implement an Account-Based GTM strategy, it’s time to bring clarity with new titles.

There are two types of ABM practitioners:

1. Enterprise ABM Practitioner

2. Growth ABM Practitioner

Role Defined: Enterprise ABM Practitioner

• Responsibilities:

  • Execute an account-based GTM strategy using the Enterprise ABM deployment model

  • Utilize a either a 1:1 or 1:Few (<25 accounts in a cluster at one time) approach

  • 1:1 means that a dedicated campaign is executed for a single account; a single practitioner typically only executes 3-8 campaigns at a time due to bandwidth constraints

  • Align all GTM teams across an omni-channel campaign strategy that is built and executed by various functional teams

  • Define account-based metrics to track and report on progress through a unified reporting dashboard

• Role Frequency: 

  • Low, as Enterprise ABM is typically only deployed in organizations who have a high average contract value (ACV)

Role Defined: Growth ABM Practitioner

• Responsibilities:

  • Execute an account-based GTM strategy across 50, 100s or 1000s of accounts at a time using the Growth ABM deployment model

  • Utilize a Tiered (1, 2, 3) account strategy, where tactical eligibility and resource allocation is strategically allocated based on Tier

  • Align all GTM teams across an omni-channel campaign strategy that is built and executed by various functional teams

  • Define account-based metrics to track and report on progress through a unified reporting dashboard

• Role Frequency: 

  • High, due to the fact that Growth ABM can be leveraged by almost all B2B organizations

📈 Benchmark Audit Insights: ABM Team Structures at Different Org Sizes

Organization Size #1 (< $75M ARR)

• Number of Dedicated ABM Practitioner(s):

  • 1

• Title(s):

  • Demand Gen & ABM Manager

• ABM Team Reports Into:

  • Sr. Director of Demand Generation, VP of Marketing

• ABM Deployment Model(s) Used:

  • Growth ABM

• Further Insights:

  • The marketing team is small, therefore the ABM responsibilities are mostly passed onto the Demand Generation Manager who is focused on execution

  • They are deploying ABM to replace their existing lead gen or demand gen strategy

  • Strong oversight and strategic direction is given by the VP of Marketing

Organization Size #2 ($75M to $750M ARR)

• Number of Dedicated ABM Practitioner(s):

  • 1

• Title(s):

  • ABM Manager, Sr. ABM Manager, ABM Lead

• ABM Team Reports Into:

  • VP of Marketing, CMO, CRO

• ABM Deployment Model(s) Used:

  • Growth ABM, sometimes Enterprise ABM

• Further Insights:

  • The ABM practitioner is often brought in to lead the strategic deployment and execution of an account-based model

  • They are often on an “ABM island” as there is also a dedicated demand generation or integrated marketing team that is fully operational

  • This role is typically brought in to “prove” or “pilot” an account-based approach, and often is provided low resources and high expectations

Organization Size #3 (> $750M ARR)

• Number of Dedicated ABM Practitioner(s):

  • +2

• Title(s):

  • Global Head of ABM, VP of Global ABM, Sr. ABM Manager, ABM Manager, ABM Specialist

• ABM Team Reports Into:

  • CMO

• ABM Deployment Model(s) Used:

  • Enterprise ABM, Growth ABM

• Further Insights:

  • Typically brought in to deploy an Enterprise ABM model with a focus on expanding existing customers

  • They are usually asked to expand the initial Enterprise ABM strategy across further accounts without compromising the integrity of the program, which is where they deploy the Growth ABM model to drive a holistic account-based GTM

  • Provided resources to hire a team, sometimes on a global scale

⛔️ More ABM Headcount, More Problems

While building your initial business case to expand the headcount of your ABM team, it’s critical not to underestimate what your existing cross-functional GTM teams can support.

• Will your creative and brand team have the capacity to support the influx of requests?

• Does the RevOps team have the proper processes in place to support the incoming reporting asks?

The entirety of your GTM team is a collective of different functions that are meticulously pieced together in perfect balance.

If you plan on tipping the balance, ensure that you have the proper GTM support in place to handle the increased capacity.

🎯 Need More Help? Book a Guidance Session with a ForgeX Expert

What’s New at ForgeX?

🌮 Research & Insights

• Playbook: How to Automatically Personalize the Buyer's Journey with Ads

🌮 Events

On-Demand:

• How to Automatically Personalize the Buyer's Journey with Ads

  • With: 

    • Anna Tsymbalist, Head of ABM @ Influ2

    • Davis Potter, CEO @ ForgeX

  • We Discussed:

    • 👉 How to create a custom buyer’s journey that resonates with your prospects and drives business results

    • 👉 Which ad creatives can help you boost meeting attendance, battle no shows, accelerate the sales cycle and work with objections, backed by real-life examples

    • 👉 How to leverage ad engagement signals and your CRM data points to move the prospects through the buyer’s journey, while automatically personalizing every step of the experience

Have an awesome rest of the week y’all!

LFG,

Davis