CHAPTER 3 Where we’re succeeding: Describe your sophistication in the following core ABM areas on a rating scale from 1-5. Respondents were most sophisticated in Marketing & Sales Alignment (60% report being “Decent,” “Solid,” or “Awesome” at it). Measurement of ABM 2.14 They’re also doing well establishing a unified account foun- dation (53% report being “Decent,” “Solid,” or “Awesome.”) ABM Content, Web 2.26 Personalization & Ads Where we have room for improvement: Running ABM Plays 2.28 Teams are least sophisticated in running ABM plays (only 4% are “awesome” at it) and measure- Establishing a Unified 2.67 ment of ABM (only 5% are “awesome” here.) Account Foundation Creating ABM content, web personalization, and ads, is also Marketing & Sales 2.83 Alignment a paramount struggle, as only 4% of teams characterize their Very Early Early Decent Solid Awesome maturity as “awesome” within this key program component. (1) (2) (3) (4) (5) The majority (64%) are “very early” or “early” in the process. Respondents reported that the area for biggest Revenue and Bookings improvement is measurement of ABM ABM TACTICS AND DETAILS 18