Part VI ABM technology You can run a successful ABM pilot TOPO’s 2018 Account-Based Technology Report with very little additional technology. found that ABM ‘leaders’ (defined as companies But technology can be hugely useful ahead of their objectives) spend 46% more on ABM when you want to scale your program technology than ‘laggards’ (other companies). beyond a few accounts. Key differences by account-based performance level Today, however, few marketing tools or platforms Account based ‘Leaders’ Account based ‘Laggards’ have been designed from the ground up to have an % of sample 27% 59% account-based view of the world. As a recent Time Spent on Account-Based 20.4 13.4 ITSMA report states, “It requires creative thinking Initiatives (Months) to adapt tools that were not necessarily designed Average 2017 Account-Based Tech $412.1K $281.8K to support an account-based view of the world.” Spend ABM is a business strategy, not a technology % of Marketing Spend on 32% 25% Account-Based category. There are many technologies that Projected 2018 Growth in 26% 23% support the strategy, just as there are many Account-Based Spend categories that support demand generation. # of Accounts 2,140 1,379 This means you will likely invest in more than one solution for ABM. Most Important Account-Based Tech • Intent data • Contact data Categories • Orchestration • Account insight • Account insight • Measurement • Measurement Greatest Challenges with • Insufficient internal processes • Insufficient staff resources Account-Based • Integration of the teck stack • Establishing Account-Based strategy Source: TOPO’s 2018 Account-Based Technology Report 158