Over the last few weeks, I’ve had some amazing conversations around the bottom line requirements for high-performance ABM. The timing of these conversations is critical as ABM practitioners increasingly ask how to properly build or re-architect their programs to achieve the results they believe possible.
“While hopes are high, most marketing organizations are ill prepared to onboard this new strategy and even fewer succeed at producing results,” states J. Robert Slaughter, President of Markistry. “Many well-intentioned marketers building an ABM program skip a number of steps and dive right into campaigns. Too often they spend little to no time on boring strategy and planning—instead jumping directly to tactical execution.” This gap has become so pronounced and ABM ROI so elusive that Rob and his team have created an “ABM Workshop and Revenue Blueprint”. These engagements are designed to assess current states, educate diverse teams to establish baseline knowledge, and ensure that your organization has the compass and basic roadmap to move purposefully in the right direction.
Today, I would like to share the ABM Maturity Model, a paradigm I created to describe the progressive vision of B2B marketing over the last couple of decades and into the future. This serves as a great foundation to understand how and why marketers struggle to achieve the promises of Account-Based Marketing. The stages of ABM Maturity include: