Account-Based GTM Architecture™️

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The Account-Based GTM Architecture™ Unify your go-to-market teams and maximize revenue growth with an account-based strategy.

The Account-Based GTM Architecture™

The Account-Based Go-to-Market (GTM) Architecture is a framework designed to drive modernization and alignment within organi- zations using an account-based strategy. It includes 6-categories that are essential for driving strategic focus, breaking down internal silos, and aligning all revenue teams.

The Account-Based GTM Architecture™

Company Profile & Operational

Structure

Go-to-Market Foundations

Campaign Planning & Activation

Measurement & Reporting

Tools & Vendors

Cross- functional Collaboration

The underlying architecture that most account-based strategies are built around is predicated off of a model that was launched in 2016.

A negligent lack of modernization and innovation within all facets of account-based go-to- market (GTM) has left leaders and practitioners scratching their heads and frustrated while implementing outdated models.

As traditional lead generation and demand generation strategies become obsolete, the future is undoubtedly account-based. The strategic clarity and alignment across all go-to- market teams that organizations have realized through their account-based marketing (ABM) efforts has brought revenue leaders, the C-suite, venture capitalists, private equity firms, agencies, consultancies and others aligned on scaling a holistic account-based approach throughout the entirety of the GTM strategy.

The Account-Based GTM Architecture is a framework that we have developed to provide organizations with a blueprint to implement a best-in-class account-based GTM strategy.

Introducing the Account-Based GTM Architecture

The Account-Based GTM Architecture is composed of 6-categories that are interlaced, each with multiple subcategories that encapsulate the various elements of the framework.

This comprehensive blueprint is designed to transform your organization by enabling the implementation, execution, optimization and scale of an account-based GTM strategy across all departments and functions.

By adopting this framework, organizations will break down GTM silos, foster strategic focus, and drive both cohesive strategy and execution across all revenue-generating teams.

How to Use the Account-Based GTM Architecture

6 Categories of the Account-Based GTM Architecture

Category Purpose Subcategories

1. Company Profile & Operational Structure

Defines the company's structure to support and execute an account-based GTM strategy.

Team Readiness & Maturity Team Structure Budget Allocation Budget Calculation Center of Excellence

2. Go-to-Market Foundations Establishes the foundational elements necessary for effectively implementing account-based go-to-market plans, ensuring a solid base for all subsequent efforts.

ABM Deployment Model Program Objectives Target Account Mix Target Account Selection Account Segmentation Account Prioritization Account Insights Target Personas Buying Group Mapping Messaging Strategy

3. Campaign Planning & Activation

Outlines tailored strategies for engaging target accounts through optimized GTM channels, motions and tactics.

Account & Contact Database Completeness Content Strategy Channels, Motions & Tactics Campaign Plan Campaign Activation

4. Measurement & Reporting Focuses on metrics and reports to gauge the success of account-based initiatives and their ROI, underpinned by a standardized reporting infrastructure and data model.

Success Metrics Unified Data Model Reporting Infrastructure Internal Reporting Forecasting

5. Tools & Vendors Evaluates the necessary technological tools and external vendors that support account- based strategies, focusing on their critical capabilities and integration with existing systems.

Technology Stack Agencies and Consultancies

6. Cross-functional Collaboration

Emphasizes interdepartmental cooperation required to operate and enhance the efficacy of the account-based strategy.

Collaboration Flywheel Internal Communication Strategy Garnering Executive Buy-in Sales Partnership Depth Cross-functional Team Partnership Depth Cross-functional Roles

The Account-Based GTM Architecture™

Company Profile & Operational

Structure

Go-to-Market Foundations

Measurement & Reporting

Tools & Vendors

Cross- functional Collaboration

1. Company Profile & Operational Structure Defines the company's structure to support and execute an account-based GTM strategy.

Team Readiness & Maturity

Conduct skill gap analysis Perform readiness assessments Implement comprehensive training & certification programs

Team Structure Define clear team roles Establish a dedicated ABM lead or team Ensure cross-functional team support and map any gaps

Budget Allocation

Budget Calculation

Center of Excellence

Strategic fund distribution Resource prioritization ROI-driven budgeting

Detailed cost analysis Investment forecasting Performance-based adjustments

Centralized expertise hub Best practices repository Focus on continuous enablement, improvement and innovation

Campaign Planning & Activation

The Account-Based GTM Architecture™

Company Profile & Operational

Structure

Go-to-Market Foundations

Measurement & Reporting

Tools & Vendors

Cross- functional Collaboration

2. Go-to-Market Foundations Establishes the strategic framework and foundational elements necessary for effectively

implementing account-based go-to-market plans, ensuring a solid base for all subsequent efforts.

ABM Deployment Model

Growth ABM Enterprise ABM Both Growth ABM & Enterprise ABM simultaneously

Campaign Planning & Activation

Account Insights Actionable intelligence on target accounts Depth and scope based on ABM model

Target Personas Detailed persona and buying group profiles Power-line identification

Buying Group Mapping

Messaging Strategy

Stakeholder mapping Influence analysis Buying group engagement strategies

Value proposition and theme focus Personalized messaging Strategic imperative and pain point narratives

Program Objectives Clear, measurable goals Stakeholder alignment Performance benchmarks

Target Account Mix

Target Account Selection

Account Segmentation

Strategically chosen target account mix including net-new and/or expansion

Data-driven identification Selection criteria Defined disqualification criteria

Customized segmentation strategies

Account Prioritization

Account Tiering for Growth ABM 1:1 or 1:Few deployment selection for Enterprise ABM Re-prioritization criteria

The Account-Based GTM Architecture™

Company Profile & Operational

Structure

Go-to-Market Foundations

Measurement & Reporting

Tools & Vendors

Cross- functional Collaboration

3. Campaign Planning & Activation Outlines tailored strategies for engaging target accounts through optimized

GTM channels, motions and tactics.

Account & Contact Database Completeness

Data accuracy maintenance Comprehensive contact and account data coverage Regular data hygiene operational cadence

Content Strategy

Channels, Motions & Tactics

Campaign Plan

Targeted content development Theme-driven messaging Stage-specific assets:

Thought leadership (always-on) Product education (MOFU, BOFU) Investment validation (MOFO, BOFU)

Multi-channel tactical coordination Depth of personalization Resource allocation Activation timelines

Detailed execution roadmap Iterative improvement documentation

Campaign Planning & Activation

Campaign Activation GTM execution of the planned campaign roadmap

The Account-Based GTM Architecture™

Company Profile & Operational

Structure

Go-to-Market Foundations

Measurement & Reporting

Tools & Vendors

Cross- functional Collaboration

4. Measurement & Reporting Focuses on metrics and reports to gauge the success of account-based initiatives and

their ROI, underpinned by a standardized reporting infrastructure and data model.

Success Metrics Goal alignment across GTM teams and business objectives Defined account-based key performance indicators Regular metric review cadence

Unified Data Model

Reporting Infrastructure

Internal Reporting

Forecasting

Standardized data model Comprehensive data integration across systems Analytical tools

Consistent reporting systems Stakeholder dashboards Automated data refresh SLAs

ABM Scorecards Quarterly performance report

Predictive analytics Trend identification Strategic adjustments

Campaign Planning & Activation

The Account-Based GTM Architecture™

Company Profile & Operational

Structure

Go-to-Market Foundations

Measurement & Reporting

Tools & Vendors

Cross- functional Collaboration

5. Tools & Vendors Evaluates the necessary technological tools and external vendors that support

account-based strategies, focusing on their critical capabilities and integration with existing systems.

Technology Stack

Advanced tools assessment Integration capabilities Continuous evaluation

Agencies and Consultancies

Comprehensive capability assessment Performance metrics and accountability

Campaign Planning & Activation

The Account-Based GTM Architecture™

Company Profile & Operational

Structure

Go-to-Market Foundations

Measurement & Reporting

Tools & Vendors

Cross- functional Collaboration

6. Cross-functional Collaboration Emphasizes interdepartmental cooperation required to operate and enhance the

efficacy of the account-based strategy.

Collaboration Flywheel

Garnering Executive Buy-in

Sales Partnership Depth

Cross-functional Team Partnership Depth

Roles and responsibilities across all GTM teams Charters and governance models

Leadership alignment Strategic advocacy Continuous engagement

Integrated sales efforts Collaborative planning Goal alignment

Unified objectives Regular inter-team meetings Shared KPIs and accountability

Internal Communication Strategy

Structured program updates Strategic communication cadence

Cross-functional Operations

Streamlined processes Enhance workflow efficiency Clarify roles

Campaign Planning & Activation

A B2B market research and advisory firm specializing in Account-Based Go-to-Market (GTM) strategies.

We are the central authority providing:

Clarity: around a universal definition of what Account-Based GTM is, and what it’s not.

Representation: for organizations of all sizes to launch, optimize and scale their account- based strategies with our modernized frameworks and models.

Innovation: around the way organizations go-to-market with account-based strategies.

About ForgeX

Who We Are

Meet Our Analysts

How We Accomplish This

Research, Frameworks, Models and Tools: We develop in-depth research, cutting-edge frameworks, and actionable models to guide GTM strategies.

Benchmarking Database: Our database allows performance comparisons against industry standards and best practices.

Technology & Agency Landscapes: We map the technology and agency landscape to help select the best partners and tools.

Training & Professional Development: We offer specialized training, workshops, certification programs, and personalized guidance sessions to enhance your team's skills and knowledge.

Events: We host events that facilitate learning, networking, and collaboration among industry leaders and innovators.

Community Membership: We offer a private Slack community exclusively for Account- Based GTM leaders and practitioners.

Davis Potter CEO and Co-founder

davis@forgex.ai

matthew.steffen@forgex.ai

www.forgex.ai

Matthew Steffen Senior Research Advisor

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Account-Based GTM Architecture™️

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