CHAPTER 3 Top ABM Challenges The most common challenge related to ABM is poor data quality. 19% of respondents reported this to be What were your biggest challenges for executing your their #1 challenge for executing ABM in 2018. ABM in 2018? Data quality issues 18.56% “Data and analytics help you Not being able to measure ROI 13.77% prioritize accounts and measure Lack of alignment with sales 13.77% Lack of headcount 12.57% success. Modern marketing Lack of executional ability 11.68% is dependent on data and analytics Account selection 8.98% Lack of tools/tech 7.78% for targeting, nurturing and closing Lack of budget 7.19% opportunities. Data also gives you the Lack of executive Buying 5.69% 0% 5% 10% 15% 20% complete picture of the account that The top 3 challenges for executing ABM in lets you execute the right tactic at the 2018 were data quality issues, not being able to right time.” measure ROI and lack of alignment with sales – Rishi Dave, CMO, Vonage ABM TACTICS AND DETAILS 26