CHAPTER 1 First and foremost, we wanted to learn what makes certain organizations successful with ABM. Of those companies seeing positive ROI with ABM: • 72% have good alignment between Sales and Marketing. • 62% are sophisticated in their use of content, web personalization, and ads. • 50% have become more sophisticated with their measurement of ABM. • 58% are sophisticated with ABM plays. Note: Correlation based on recipient describing their sophis- tication as “decent,” “solid,” or “awesome” in our study. Let’s dig into the results of our survey across all participants. WHAT IS MARKETING ORCHESTRATION? 5