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When corporate asks "why we can't measure our leads" after refusing to make a single decision on term definitions and pushing 3+ major leadership changes in the last 3 years 🥲 (sound on!) #marketing #marketingoperations #revenueoperations #sales

2025 will be the year  →  orgs adopt a holistic Account-Based GTM strategy. Here are 7 predictions for the next twelve months: 1. Product marketing + ABM’s lack of alignment can no longer be ignored: ↳ The negligent alignment gap across areas like segmentation, messaging, content and enablement between product marketing and ABM is recognized and begins to close. 2. GTM leaders realize the opportunity cost of a poorly crafted and siloed target account list: ↳ Target account lists finally garner the respect and attention they deserve. All GTM leaders realize the resource waste, lack of strategic clarity and disjointed customer journeys that occur when they are independently created and managed in cross-functional silos. 3. SiriusDecision’s Demand Waterfall™ (2006 / 2012 versions) gets put to rest: ↳ Legacy MQL-based measurement is overthrown by a new unified data model that paves the path for organizations to adopt account-based GTM metrics that all revenue teams can rally behind. 4. A standardized definition of “ABM” and its corresponding deployment models is achieved: ↳ Pyramid-shaped deployment models and definitions from the 2010’s are not reflective of how ABM is practiced today and leave GTM leaders to fend for themselves. ↳ “Account-Based GTM” becomes standard nomenclature, along with the modernized deployment models; Enterprise ABM, Growth ABM & Deal Acceleration. 5. AI Workflows first, Agents second: ↳ Marketers will first begin to experiment with creating AI workflows to augment their existing infrastructure. In the later half of the year, AI agents that *actually* work will emerge and we’ll start to see adoption in forward thinking orgs. 6. Leveraging a holistic Account-Based GTM strategy becomes the norm: ↳ CxO’s are well aware that they should be leveraging an account-based approach. They are either designing how they plan to implement it across all GTM teams or are optimizing their existing strategy. 7. Marketers business acumen is forced to reach a historical high: ↳ It becomes inexcusable for marketers to *only* focus, report and understand execution-level metrics (like ad clicks, website visits) without fully grasping the greater business performance metrics and impact. This education gap will begin to close. TAKEAWAY 2024 will look like a warmup for Account-Based GTM in retrospect. 2025 will be the year that modernized ABM deployment models, nomenclature, data models & reporting frameworks, technology and internal alignment take center stage. #b2bmarketing #abm #accountbasedmarketing #b2b *Bonus: “Service-as-a-Software” will become a widely known term. We will see an unignorable amount of success stories emerge.

Most companies when pipeline is down: CEO: "Why aren't we hitting our numbers?" CTO: "Engineering is focused on product" COO: "Sales needs better processes" CMO: "We're crushing our MQL goals" CFO: "Just cut the budget" CRO: "Need more headcount" But here's what elite companies do differently: CEO: "I'm joining key customer calls this week" CTO: "How can Product help close deals?" COO: "Let's optimize our GTM motion" CMO: "Marketing drives revenue, not leads" CFO: "Here's budget for sales enablement" CRO: "Let's remove friction from the sales process" Here's the thing... Pipeline generation isn't a sales problem. It's an organizational problem. It's the lifeblood of each company. When one team misses their number EVERYONE misses their number And the moment your entire org realizes this Is the moment WE start winning.

Buyers will be buying differently in 2025. Period. So what are you doing to adapt? To tackle 2025's challenges, we've crafted 🔥 What's In vs. Out in B2B Marketing for 2025 🔥 - ICP > TAM: Stop counting theoretical customers and start targeting deals that stick. - Campaign Planning > Random Acts: Quit the reactive marketing. Start thinking proactively in quarters, not days. - Signal-Based > Intent Only: Third-party intent is just one card. Start playing with a full deck. - Hyper-Relevance > Personalization: Nobody cares about their dog's name in a B2B pitch. Give them content and campaigns that matter. - Demand Continuum > ABM vs Demand Gen: End the pointless battle. Your revenue doesn't care where your pipeline comes from...but you should! - MQAs > MQLs: Stop chasing individual hand-raisers when entire buying committees are sending signals. - Strategic MOPs > Button-Pushers: Your MOPs team should be architecting revenue, not just sending emails. - NRR > Logo Chasing: Your obsession with New Logos is killing your business's long-term health Time to evolve or get left behind. Which shift are you tackling first? Are there any we've missed? #B2BMarketing #MarketingStrategy #Revenue #2025Trends #Marketing

AI is a powerful technology. But you may want to think twice about how much you want to rely on it for critical operations. Be sure to check out the "Outtakes" at the end of the article. Pretty insightful :-) #datareliability #dataquality #datagovernance #serviceassoftware

The ABM "metrics that matter" 👉 10+ KPIs I bet you aren't tracking. 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗔𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝗠𝗲𝘁𝗿𝗶𝗰𝘀 🌍 Target Account Universe: The number of accounts identified as being in your target market (ICP) and meeting the criteria of your 1:1, 1:few, 1:many ABM. 🌗 Target Account Coverage Ratio: The percentage of target accounts that have been engaged with your ABM activities in a rolling period (e.g. 30, 60, 90 day). 🎯 Net New Account Acquisition Rate: The percentage of accounts from the account universe that became paying customers sourced by marketing. 💰 Cost of Account Acquisition (COCA): The average cost of acquiring a new customer off the account universe list. 💵 Account Lifetime Value (LTV): The total amount of revenue a target account customer is expected to generate over their lifetime. 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗠𝗲𝘁𝗿𝗶𝗰𝘀 🤝 Account Engagement Score: A measure of the level of engagement with target accounts, based on factors such as email opens, event attendance, content consumption. ⛳️ Accounts Activated: The percentage of target accounts that have MAUs who are actively using your product to a set criteria (e.g. 30 day active). 👩💻 Accounts Adopted: The percentage of target accounts that are using a set number of specific product features on a rolling basis. 💯 Net Promoter Score (NPS): A measure of customer loyalty and advocacy for target accounts 👉 future case studies and customer stories. 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗚𝗿𝗼𝘄𝘁𝗵 𝗠𝗲𝘁𝗿𝗶𝗰𝘀 📈 Account Expansion Rate: The percentage of target accounts that have purchased additional products or services. 🤑 Account Upsell Rate: The percentage of target accounts that have upgraded to a higher-priced SKU or premium offering. 💸 Average Revenue Per Account (ARPA): The average amount of revenue generated from each target account customer each month. 📊 Year-over-Year (YoY) Growth: The percentage of growth in revenue or other key metrics from one year to the next for target accounts. 👍 Account Retention Rate: The percentage of target accounts who continue to renew services in a given period. Which is going to be your North Star? #ABM

If you're new to marketing measurement, there are lots of words you need to learn! Here's a quick glossary to explain what they all mean. Any words that I missed? Thanks Stan Rymkiewicz for the inspiration! 😂