WORKBOOK

Live Certification

Account-Based GTM Essentials

We don't rise to the level of our expectations; we fall to the level of our training.

- Archilochus

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Introduction

Goals of the Workbook

Companies that adopt a holistic account-based approach throughout the entirety of their GTM strategy outperform those who don’t.

Since you’re here, it’s clear that you’re ready to take your Account-Based GTM strategy to the next level.

Whether you’re new to an account-based approach or have already seen success, this live certification course is designed to help you unlock stronger revenue growth, GTM alignment, and measurable results.

This workbook is your guide, filled with tools and exercises to help you apply the course material effectively.

Uncover which ABM deployment model(s) to leverage in your organization.

Learn the foundational skills to build a campaign plan that aligns to your ABM deployment model(s).

Adopt a modernized account-based approach to measurement and reporting.

Connect With Us On LinkedIn

Davis Potter CEO, Co-Founder

Stephanie McArthur Principal, ABX Expert

In order to deliver the most impactful experience, Demandbase has partnered with the B2B analyst firm ForgeX.

This course is powered by ForgeX’s cutting-edge research, proven frameworks, models, and insights to help you drive measurable results through a modernized Account-Based GTM strategy.

The models to deploy ABM including: Enterprise ABM, Growth ABM and Deal

Acceleration.

Modernized ABM Deployment Models

The framework to design, optimize and scale a holistic Account-Based GTM

strategy.

The measurement framework and unified data model to measure success.

The Account-Based Arrow™

The Account-Based GTM Architecture™

What’s Ahead

Throughout the live certification course and workbook, we will be exploring three core concepts that form the foundation of a successful Account-Based GTM strategy:

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Leading Account-Based GTM Teams Perform like an Orchestra

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Introduction to Account-Based GTM

It’s Not Just Another:

Motion Channel Tactic

ABM is a Holistic GTM Strategy...

Introducing Modernized ABM Deployment Models

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1:1 → designated campaign for 1 individual account.

1:Few → designated campaign for clusters of <25 accounts.

Tiers (1, 2, 3) → segment-based campaigns across tiers. Varying in tactical deployment and resource allocation based on Tier.

The strategic deployment of additional GTM resources and efforts for an opportunity within a specific account in order to add supplemental support to help it progress and/or grow.

Enterprise ABM Growth ABM

Deal Acceleration

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Choosing Your ABM Deployment ModelsExercise

Which ABM Deployment Model(s) Are You Using In Your Organization?

A B C D

What are your top challenges? How well do your current ABM deployment model(s) align with your organization's overall business objectives and go-to-market strategy?

Check the box(es) below

Do you plan on adopting additional ABM deployment models in 2025?

Category Purpose

Company Profile & Operational Structure

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

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.

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

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.

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.

Cross-functional Collaboration Emphasizes interdepartmental cooperation to enhance the efficacy of account-based operations.

The Account-Based GTM Architecture™ is a framework that ForgeX has developed to provide organizations with a blueprint to implement a best-in-class Account-Based GTM strategy.

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Adopt The Account-Based GTM Architecture™

Planning Differences Between ABM Deployment Models

Building Your Campaign Plan

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Defining a Campaign: A unified, continuous strategy where cross-functional revenue teams collaborate to engage target accounts through a holistic mix of GTM touchpoints using personalized channels, motions, and tactics.

Enterprise ABM Growth ABM

Inherent Guiding Principle

Plan and execute campaigns with deep precision.

Plan and execute campaigns optimized for scale.

Insights for Campaign Planning

Gather and apply deep insights at the account, cluster, or buying group level to enable hyper- targeting.

Leverage relatively broad insights into segments, personas, and buying trends.

Marketing-Sales Alignment

Collaborate closely with sales by accessing their account plans, joining regular meetings, and scheduling dedicated meetings to align on priorities and co-create campaigns tied to specific account, cluster or deal goals.

Coordinate with sales periodically to align on segment priorities and ensure buy-in on messaging, targeting, and campaign execution across broader audiences.

Customization Create deeply personalized campaign assets and content tailored to accounts, clusters, or buying groups.

Scalable personalization to ensure relevance across broader audiences, achieving efficiency while addressing the diverse needs of relatively large and varied target account lists.

Technology Enablement

Insight tools play a critical role, supported by manual processes to ensure precision and adaptability. Other technology tools are used but may sometimes play a less central role compared to Growth ABM.

Campaigns are facilitated by and orchestrated with a range of point solutions, scaled data collection tools, marketing automation, and an Account-Based GTM platform.

Data represents total survey response counts, not percentages.

Comparisons across deployment models should account for variations in sample size and response volume.

ForgeX Research: 2025 ABM Budget & Channel Trends

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Source: ForgeX 2025 State of ABM Report: The Rise of Account-Based Go-to-Market

Source: ForgeX 2025 State of ABM Report: The Rise of Account-Based Go-to-Market

% % % %

What percentage breakdown is your target account mix?

What target account selection variables do you leverage to build your TAL?

Which cross-functional teams do you collaborate with to build the target account list?

Target Account Mix

Target Account Selection Variables

Cross-functional Collaboration

List what you use below:

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Building Your Target Account ListExercise

Account Fit Relationship Depth GTM Engagement Touchpoints

Custom CriteriaBuying Intent Signals

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How do you segment and prioritize accounts in your target account list?

What additional target account selection criteria could enhance your ABM strategy?

Which cross-functional teams could you collaborate with more closely to refine your target account list?

The 5 Pillars Include:

Measurement & Reporting

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Measurement Framework

Unified Data Model Reporting Infrastructure

ForecastingInternal Reporting

A structured way to track and assess how well your ABM efforts are performing.

The Meal You Want to Cook

The Recipe Cooking Tools The Final Outcome How Much Food You Need

A standardized model that organizes data from different sources into a single, accurate, and accessible format.

The tools and processes that make it easy to visualize, analyze, and share data across teams.

Regular reports that keep teams aligned and informed on ABM performance.

Predictive analytics to project future outcomes and inform strategic decision- making for ABM efforts.

The Account-Based Arrow™

A Unified Data Model that is purpose-built for Account-Based GTM metrics and reporting.

Capturing & Actioning Signals

Defining Your Account-Based Buying Journey Stages

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Implementing Account-Based Measurement & Reporting

Exercise

What signals is your current reporting infrastructure is able to capture?

Signal Types

Signal Capture Audit

GTM Engagement Touchpoints

1st Party 2nd Party 3rd Party

Buying Intent Signals

Marketing

Sales

Customer Success

4 Pillars of Account-Based Metrics

ABM deployment model(s) that are leveraged:

List the corresponding metrics you be leverage for each pillar below:

Based on your selected ABM deployment model, identify the account-based metrics that you will use to measure progression and assess proximity to defined objectives.

Engagement

Engagement

Revenue

Revenue

Data Coverage & Scope

Data Coverage & Scope

Reputation

Reputation

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Choosing Your Account-Based MetricsExercise

# of Engaged Accounts % of Engaged Accounts in Your Target Account List # of Overall Account Contacts Engaged # of Priority Contacts Engaged # of Buying Group Contacts Engaged % of Buying Group Contacts Engaged Associated to an Opportunity # of New Direct Inquiries Direct Inquiry-to-Meeting Conversion Rate # of New Meetings Booked # of QAs (Qualified Accounts)

Target Account-to-Pipeline Ratio # of Opportunities Generated # of Opportunities Influenced # of Opportunities Closed- Won $$$ Generated $$$ Influenced $$$ Closed-Won ACV (Annual Contract Value) CLV (Customer Lifetime Value) Win Rate Overall Time-to-Close Deal Stage Progression Deal Stage Conversion Rates

Database Cleanliness Activities Achieved # of Accounts Covered # of Industries Covered Account Mix Coverage # of Buying Group Contacts Identified # of Buying Group Contacts Associated to the Relevant Opportunity # of New Contacts Added to Database

# of Referenceable Accounts # of New Case Studies Net Promoter Score (NPS)

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Defining Your Account-Based Buying Journey Stages

Exercise

List the internal definition and criteria that define which buying journey stage an account is in for your organization.

Account-Based GTM Platform

Data Warehouse + Visualization Tool

Account-Based Buying Journey Stages

Stage Criteria

Stage Criteria

Stage Criteria

Stage Criteria

Stage Criteria

Circle the reporting infrastructure that you’re currently using to configure and measure this:

Measurement & Attribution Point Solution

Custom Object in CRM / MAP

Other

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Account-Based Measurement & ReportingAccount-Based GTM

Join Our Private Communities

Exclusive Group of Account- Based GTM Leaders:

Application-only $0 and free forever Zero strike pitching policy

Invite your team members too!

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Next Steps

Learn the 6-category framework to design, scale, and optimize your strategy with the Account-Based GTM Architecture™

Implement modernized deployment models that reflect how leading programs are structured with Enterprise ABM, Growth ABM, and Deal Acceleration

Learn how to transition off of MQLs with ForgeX’s Unified Data Model: The Account-Based Arrow™

Increase your data literacy and implement internal reporting best practices

Enroll Now: www.demandbase.com/resources/abm-certification

Further Your Expertise: Virtual Certification Courses

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About Demandbase

Demandbase is the leading account-based GTM platform for B2B enterprises to identify and target the right customers, at the right time, with the right message. With a unified view of intent data, AI-powered insights, and prescriptive actions, go-to-market teams can seamlessly align and execute with confidence. Thousands of businesses depend on Demandbase to maximize revenue, minimize waste, and consolidate their data and technology stacks – all in one platform.

APIs connect and integrate account-level data across the entire GTM tech stack.

Activation through Demandbase agents, partner apps, and data warehouses.

AI-generated insights that are accurate and explainable.

Open Flexible Transparent

What We Do

How We Do It

Unify Teams: Demandbase unifies intent data, AI-driven insights, and tools to break down silos between sales and marketing.

Drive Precision: Engage the right accounts at the right time with tailored, impactful actions.

Enable Growth: Consolidate systems and streamline efforts for smarter, faster outcomes.

Marketing: Best-in-class Account Identification, Web Personalization, Orchestration, & Analytics.

Sales: Powerful sales tools and orchestration using trustworthy account, contact, and buying group identification.

Advertising: Intent-based, hyper-targeted B2B ads from our industry-leading native DSP.

Data: Our powerful data & AI insights, seamlessly in your systems.

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