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 ⬇️

Do You Specialize in Growth ABM or Enterprise ABM?

Although both are critical roles in an Account-Based GTM motion…

The skills that you’ll be refining while practicing either of the two ABM models are different.

Growth ABMer

• Leads a program for scaled coverage through account Tiers (50, 100s, 1000s of accounts).

• Typically tasked with generating net-new revenue.

• Strongest sales partnership can often be seen with the BDR(s).

• Depth of GTM personalization and investment per account is dependent across which Tier each account falls under.

• Campaigns tend to have a “sprint” motion.

Enterprise ABMer

• Leads a pure 1:1 or 1:Few program (example: they might cover 6 accounts total who are part of a 1:1 motion).

• Typically applied to accounts who are existing customers in an expansion play.

• Strongest sales partnership is with the AE(s).

• Depth of GTM personalization is extreme, where everything is personalized for each specific account - scaling is not the top priority. High investment per account.

• Campaigns tend to have an “outlook” of 9-18 months, with various plays - yet are adaptable to account and market pressures.

• This ABM skillset is rare; the Enterprise ABM model is usually only applied in larger organizations with massive deals (think +$500k), justifying the intense investment.

Which Is Better To Focus On For Your Career?

If you’re a Growth ABM or Enterprise ABM practitioner.

You’re probably wondering… “is that *other* ABM model better for my career?”

NO.

They are both extremely important roles.

💡 Insight: In 2024, we’re seeing ABM leaders at larger orgs, who started with an Enterprise ABM motion, now being tasked with standing up a Growth ABM motion.

As we transition into the era of Account-Based GTM, the top CMOs will be forced to have a deep understanding of Growth ABM. This will be applied across more organizations (replacing lead gen / demand gen) as it allows for scaled coverage.

For CMOs of large organizations who have a massive ACV, understanding the nuances of a pure 1:1 or 1:Few motion will be essential. Especially having insights into the sales process of exponential enterprise deals - you’ll see BILLION dollar deals in some of these programs… yes, with a “B”.

5 Attributes That Make A Great ABM Practitioner

1. Relentlessly Data-driven: They are able to collect, interpret and act on both qualitative and quantitative datasets to make strategic decisions. It’s not a ‘nice to have’, but part of their DNA.

2. Highly Curious: ABM usually allows for a higher degree of autonomy and leeway to test more experiments. This is where they thrive, pushing the boundaries of innovation and leading the org forward.

3. Master of None: “A jack of all trades is a master of none, but often better than a master of one”. They are a swiss-army knife, a strategic and tactical GTM ninja. At a base-level, they understand how each GTM function operates and can articulate best practices.

4. Strong Communicator: From the newly graduated BDR to deeply experienced C-suite executives, they can code-switch and are able to enable and lead. Possessing the ability to manage up, across cross-functional teams and within their own program.

5. Contagiously Proactive: The scale of processes, people and overall project management is significant. They have a proactive mindset vs. reactive, and elevate their teammates to hold this as well.

A Few Of Our Favorite Resources To Level-Up

Here are a few of our favorites for each category - see our comprehensive list of all resources in ForgeX here.

Podcast:

• Account Based Beverages

• ForgeX Files

Newsletter:

• Account-Based Marketing Tactics (by Tyler Pleiss)

Book:

• Busting Silos: How Snowflake Unites Sales and Marketing to Win its Best Customers

Expert to Follow on LinkedIn:

• Brooke Melia

What’s New at ForgeX?

🌮 Events

Upcoming:

• 1.) Can we do ABM with HubSpot?

  • When: 4/18/24 @ 12:30pm ET

  • With: 

    • Tania Saez, ABM Expert, ForgeX Executive Council Member

    • Pasha Irshad, Co-Founder @ Shape & Scale

    • Davis Potter, CEO @ ForgeX

  • We’ll Discuss:

    • 👉 Can you do ABM with Hubpot? Must-have features and capabilities.

    • 👉 How to build an effective ABM reporting dashboard in HubSpot.

    • 👉 1:1 or 1:Many ABM campaigns on Hubspot?

• 2.) The Modernization of ABM: Growth ABM & Enterprise ABM

  • When: 4/17/24 @ 2:00pm ET

  • With: 

    • Amber Bogie, Director of GTM & Account-Based Innovation @ GoTo + Fractional VP of Growth & Partnerships @ ForgeX

    • Davis Potter, CEO @ ForgeX

  • We’ll Discuss:

    • 👉 “Ask Me Anything” (AMA) session where we’ll answer your most pressing questions around the modernization of Account-Based GTM.

🌮 Research & Insights

• Guide: Starting ABM from the Trenches

Have an awesome rest of the week y’all!

LFG,

Davis