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.

❌ Not All “ABM” Roles ≠ The Same

Organizations that adopt a holistic account-based approach throughout the entirety of their GTM outperform those that don’t.

This is why 57% of organizations now have a dedicated ABM role or team, with more than half planning to expand their teams in 2025.

Another 16% of organizations without a formal ABM function plan to establish one this year.

Although this is the case, it’s important to consider that not all ABM roles are the same.

Just because you hold a “Sr. ABM Manager” title at a $1b ARR organization, doesn’t mean that your day-to-day is the same as someone who holds the same title at an organization of a comparable size.

✅ CMOs Must Consider ABM Roles Based on Deployment Model

First off, lets define each of the four core modernized ABM deployment models:

• Enterprise ABM

  • 1:1 → designated campaign for 1 individual account.

  • 1:Few → designated campaign for clusters of < 25 accounts.

• Growth ABM

  • Tiered Approach (1, 2, 3) → segment-based campaigns across tiers. Varying in tactical deployment and resource allocation based on Tier.

• Deal Acceleration

  • Strategic deployment of additional GTM resources and efforts for an opportunity within a specific account in order to add supplemental support to help it progress and/or grow.

• Read our guide on Enterprise ABM & Growth ABM here.

• Learn more in our flagship Account-Based GTM Virtual Certification Course here.

As ABM has modernized, so have the practitioners leading them. Two distinct roles have emerged:

1. Enterprise ABM Practitioner

2. Growth ABM Practitioner

👤 Enterprise ABM Practitioner | Role & Responsibilities

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

• Plan and execute account or cluster-specific multi-channel campaigns

• Foster collaboration to ensure campaigns meet the objectives of various functional teams

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

👤 Growth ABM Practitioner | Role & 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 multi-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

Here are 3 reasons why these differentiated roles are here to stay:

1. Need for a common language amongst internal cross-functional teams as a holistic Account-Based GTM is adopted across all revenue teams

2. ABM deployment models define skill sets

3. ABM leaders and practitioners are struggling to hold apples-to-apples conversations with their peers

🤔 Can One Practitioner Run Both Enterprise ABM & Growth ABM?

This is one of the most frequent questions we receive.

The short answer: we STRONGLY advise against it.

Expecting a single person to leverage both deployment models typically results in burnout.

Enterprise ABM and Growth ABM require fundamentally different program designs and skill sets. Managing both deployment models simultaneously as one practitioner requires constant context switching, making it nearly impossible to execute either effectively.

In organizations where it makes GTM sense and they have enough dedicated resources, the most effective approach is having both Enterprise and Growth ABM practitioners, working from a unified target account list.

This ensures both all ABM deployment models are executed strategically, without compromising impact.

🔬 Upcoming ABM + AI Research Report: We Need Your Voice!

Take the ForgeX ABM + AI Survey to share your insights and help shape the industry's benchmark report on how AI is impacting ABM.

This survey is open to all B2B marketing professionals, regardless of whether you are not yet familiar with AI or consider yourself a seasoned AI expert.

***Participants will receive an enhanced copy of the report, a $2,500 value***

What’s New at ForgeX?

🌮 Events

Upcoming Virtual:

• Biweekly Analyst Hour

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

  • When: March 20, 2025 @ 12 PM ET

  • Where: Zoom

Upcoming In-Person:

• 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

• 2025 State of ABM: The Rise Of Account-Based Go-To-Market

• Virtual Certification Course: Account-Based GTM

Have an awesome rest of the week y’all!

LFG,

Davis