CHAPTER 2 Where is your company at in its ABM journey? Because of this, though teams are varied in their state of adoption, 93% of those surveyed are either using ABM today, No plans to get started 7.25% or planning to soon. The majority of organizations surveyed Thinking about getting are either doing a pilot program with ABM (26%),or have fully 18.29% rolled out an ABM program in the last 6 months (26%). started in the next 6 months Doing a pilot program 26.09% What percent of your overall marketing Full program rolled out 26.09% team is involved in ABM? in last 5 months Full program in place 17.68% for less than 2 years Involved with Full program in place for 4.64% 40% ABM 40% longer than 2 years 0% 10% 20% 30% ABM Adoption is Prevalent, But Early Though B2B organizations have always sold to accounts On Average, Nearly Half of the (it is called business-to-business after all), ABM as a Marketing Team is Involved in ABM category and named initiative has recently been propped up by the sheer number of capabilities related to data, On average, organizations surveyed report 40% of their targeting, campaign execution, and measurement. marketing team to be involved in the company’s ABM initiative. ABM INVESTMENTS AND RESOURCES 11