2017 ABM Benchmark Survey Report
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The buzz around ABM has been so loud for the past 18 months, it's
understandable that some industry watchers have quickly categorized it as
overhyped. However, Demand Gen Report's Second Annual ABM Benchmark
Survey served as a good reality check for naysayers, as it highlighted that the
majority of companies are still in the early stages of deploying account-based
tools and strategies.
More than half of respondents (52%) said their ABM strategy has only been in
place less than six months, and 56% categorized their efforts to date as in the
"early stages of and testing our ABM program."
However, despite relative immaturity of ABM deployments, the study supported
the positive impact account-focused strategies are having on businesses, with
74% of respondents indicating their ABM efforts are meeting or exceeding their
organizational expectations.
A majority of
companies are still
in the early stages of
deploying account-
based tools and
strategies.
Executive Summary
H OW SATI S F I E D A R E YO U W ITH TH E I M PAC T YO U R A B M E F FO RTS A R E
H AV I N G FO R YO U R O RGA N I Z ATI O N?
6%
14%
54%
4%
22%
Greatly exceeding organizational expectations
Exceeding organizational expectations
Meeting organizational expectations
Underperforming organizational expectations
Greatly underperforming organizational expectations
