ABM is Game-On!
This year Scratch Marketing and Media and demandDrive joined forces to poll marketing and sales professionals on their ABM plans in 2017. Here’s a peek into what we found:
B2B organizations are executing or considering ABM initiatives
ABM investment is increasing in 2017:
- 75% plan to invest in ABM in 2017, a 65% increase compared to 2016
- 64% are planning to spend more than $100K
Yet, 75% rate themselves as less than proficient in ABM
In January and February of 2017, Scratch Marketing and Media and demandDrive conducted a joint survey of B2B professionals in sales, marketing, and other roles to explore current and planned investment in account-based initiatives.
The report reveals where organizations are struggling with their account-based strategy and execution, and it identifies the opportunities for growth in 2017. The report also offers a practical roadmap for launching an account-based initiative through a new lens of Account-Based Funnel Management (ABFM), the right approach for B2B organizations to grow their businesses.