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🌮 Outdated ABM Models are Stunting your GTM’s Growth

Modernization in ABM has been long overdue...

Author

Davis Potter
July 23, 2024

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.

🫠 Outdated ABM Deployment Models are Stunting your GTM’s Growth

As Emily Kramer put it on her LinkedIn post last week… “All of marketing is rapidly becoming more like ABM.”

While demand generation and ABM continue the path of convergence, B2B is now entering the era of Account-Based GTM.

This is why now, more than ever, it’s time to put the legacy ABM deployment model that was released 8 YEARS AGO to rest.

5 reasons why the outdated “ABM Pyramid” model is holding back GTM success:

  1. Initially built for organizations who have a high Average Contract Value (ACV), and was intended to run alongside a Demand Generation / Integrated Marketing function.

  2. Fails to reflect a Tiered account-based strategy, leaving the term “1:1 ABM” exorbitantly misinterpreted and misused across ABM leaders.

  3. The implementation of “Programmatic ABM” or “1:Many” typically ends up being a fantasy that is listed on an organization’s QBR slides without disciplined execution or metrics / KPIs tracked.

  4. Doesn’t articulate how to incorporate a Deal Acceleration approach.

  5. Ignores a framework for the convergence of demand generation and ABM into a full account-based GTM strategy, of which go-to-market leaders are now under immense pressure to deliver.

⏳ The History of ABM: “To Know the Future, You Must Know the Past…”

So…….. how did we end up here?

  • đź”´ 2004: ITSMA coined the phrase “Account-Based Marketing”

  • đź”´ 2015: The first ABM platform is founded; Engagio

  • đź”´ 2015: The first “FlipMyFunnel” conference went live

  • đź”´ 2016: ITSMA launches the 3 types of ABM (1:1, 1:Few, 1:Many) in their pyramid framework

  • đź’° 2019: SiriusDecisions & TOPO are acquired by mega-size market research firms

  • đź”´ 2021: Forrester introduces the revamped “B2B Revenue Waterfall™️”

  • đź’° 2021: ITSMA is acquired by a large global consultancy

  • 🟢 2023: ForgeX launches the modernized Enterprise ABM & Growth ABM deployment models

  • 🟢 2024: ForgeX releases the Account-Based GTM Architecture™️

Post acquisitions, the mega-size market research firms selectively chose to reduce investment in ABM.

Leaving GTM leaders and practitioners starving for innovation and left to fend for themselves.

The negligent lack of account-based innovation is why we launched ForgeX.

🛠️ Filling the Innovation Gap: Modernized ABM Deployment Models

This is why we we launched both the Enterprise ABM & Growth ABM deployment models.

They are designed to reflect:

  1. The modernization that has taken place since 2016

  2. A pathway to transition the entirety of your GTM to a holistic account-based strategy

  3. How leading account-based programs are structuring their GTM strategy

*NEW* Guide | Enterprise ABM & Growth ABM: Modernized Deployment Models

To help provide a detailed roadmap for these deployment models, we've published a 20-page guide designed to assist you with implementation.

📆 7-Weeks Out: ForgeX’s First In-Person Event

Our first ForgeX in-person event has arrived 🎉 

We’re psyched to officially announce our Account-Based Innovation Tour!

The first stop? Austin, TX.

What is the Account-Based Innovation Tour?

A half day of ABM insights and networking for senior B2B leaders.

  1. Learn modernized ABM research and innovative best practices that actually reflect the future of account-based GTM.

  2. Network with +50 senior B2B leaders in structured roundtable discussions.

  3. Gain real-world strategic and tactical takeaways from leading ABM programs that will immediately up-level your strategy.

P.S. stay tuned for our next 2 cities… đź‘€ 

What’s New at ForgeX?

🌮 Events

Upcoming In-Person:

Upcoming Virtual:

  • The Power of ABM: Cross-Functional Collaboration for Success

    • With: 

      • Davis Potter, CEO @ ForgeX

      • Tyler Pleiss, Associate Director of Growth Marketing @ Movable Ink

      • Chelsey Axline, Director of Customer Marketing @ Signifyd

      • Nick Bennett, CCO @ TACK

    • We’ll Discuss:

      • 👉 Strategies for effective cross-functional collaboration.

      • 👉 How to align sales, marketing, and customer success teams.

      • 👉 Tools and techniques to enhance your ABM efforts and support customer growth.

On-Demand:

🌮 Research & Insights

Join +500 ABM leaders and become a ForgeX member to access our full research library, step-by-step frameworks, benchmark data and community.

Have an awesome rest of the week y’all!

LFG,

Davis