Enterprise ABM & Growth ABM: Modernized Deployment Models

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Enterprise AB M & Growth ABM: Modernized Deployment Models Increase Revenue Growth And Efficiency With An Account-Based GTM Strategy

A Call For Modernization

PART ONE

PART TWO

PART THREE

Evolving Your GTM Strategy

Why Outdated ABM Deployment Models Don’t Reflect Reality

Introducing: The Enterprise ABM & Growth ABM Deployment Models

Running Both Enterprise ABM & Growth ABM Simultaneously

The Dimension of Sales Collaboration For Each ABM Deployment Model

Implementing The Account-Based GTM Architecture™

Revenue Potential vs. Account Coverage Depth of GTM Personalization vs. Investment Per Account

How Accounts Move Across Enterprise ABM & Growth ABM

Contents

How Accounts Move Across Enterprise ABM & Growth ABM While Running Both Simultaneously

PART FOUR 18 Setting The Record Straight: Enterprise ABM’s 1:1 vs. Growth ABM’s Tier 1

Why Outdated ABM Deployment Models Don’t Reflect Reality

The underlying architecture that most account-based strategies are built around is predicated off of a “pyramid-shaped” ABM deployment model that was launched back in 2016.

This deployment model is not only outdated, but does not reflect the nature in which ABM leaders are successfully implementing and scaling their programs.

The main reasons why it needs an update include:

Initially built for organizations who have a high Average Contract Value (ACV), and is intended to run alongside a Demand Generation / Integrated Marketing function.

Fails to reflect a Tiered account-based strategy, leaving the term “1:1 ABM” exorbitantly misinterpreted and misused across ABM leaders.

The implementation of “Programmatic ABM” or “1:Many” typically ends up being a fantasy that is listed on an organization’s QBR slides without disciplined execution or metrics / KPIs tracked.

Doesn’t articulate how to incorporate a Deal Acceleration approach.

Ignores a framework for the convergence of demand generation and ABM into a full account-based GTM strategy, of which go-to- market leaders are now under immense pressure to deliver.

Due to the negligent lack of modernization and innovation this legacy deployment model has received, GTM leaders and practitioners have been left to fend for themselves. Even the mega-size market research firms have neglected to properly invest in the advancement of the practice, starving practitioners even further.

This is why software companies that sell “ABM Platforms” are where practitioners have been looking to help fill this innovation gap, leading to these misconceptions:

The need to purchase a $$$ ABM Platform in order to successfully implement ABM.

ABM is a targeted paid ad strategy that requires 3rd party intent data to build account lists.

“1:1 ABM” can be implemented across 10s of accounts at scale, by a single practitioner.

As demand generation and ABM continue the path of convergence, it’s evident that B2B marketing is entering the era of account-based GTM.

For all the reasons above, it is our mission at ForgeX to be the agent of change. This is why we have crafted modernized ABM deployment models that reflect the innovation that has taken place since 2016.

The Enterprise ABM and Growth ABM deployment models reflect how successful account- based strategies are actually being practiced today. They are two distinct models, yet integrate with each other to form a holistic go-to-market strategy.

Enterprise ABM should be leveraged selectively based on organizational fit, while Growth ABM represents the underlying model that the overwhelming majority of B2B organizations should implement.

They both utilize campaigns for execution, which we define as:

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

Campaign

Introducing: The Enterprise ABM & Growth ABM Deployment Models

1:1 1:Few

Account Coverage Per Campaign

1 individual account. No more than 25 accounts in a cluster.

Campaign Deployment A campaign is built for each individual account. Hyper personalized engagement strategy that is built from deep account research; all events, assets and content are built / tailored just for the individual account.

A campaign is built for each cluster of accounts. There is limited variance of tactical eligibility, personalization or resource allocation across each account.

# of Accounts Covered by an Individual Practitioner

Covers 3-8 accounts maximum at one time.

Covers 1-4 clusters that include no more than 25 accounts at one time.

Encompasses both the 1:1 and 1:Few approaches, requiring a distinct go-to-market (GTM) strategy supported by extensive multi-touch campaigns tailored to a single account or small cluster of accounts.

Enterprise ABM

Typically applied in larger organizations who have high ACV’s (+$250K).

Usually applied to help expand revenue growth within existing customers, although it’s not limited to this.

Deployment Fit

Account Mix

We also see both 1:1 and 1:Few leveraged at the same time by a single practitioner. They will balance this blended approach according to bandwidth capabilities and the amount of GTM resources at their disposal.

This allows for the deployment across 50, 100s or 1000s of accounts.

Operates as a 1:Many model, specifically designed for engagement of the entirety of a target account list. This methodology involves scoring and prioritizing accounts, and then segmenting accounts into tiers, often three in number. The assigned tier dictates the extent of personalization and tactical eligibility an account receives, thereby optimizing resource allocation and ensuring the most tailored efforts are made where they matter most.

Growth ABM

Although we mention 3 Tiers above, you may only need 2. The main objective is to construct a prioritization across the GTM resource allocation for each Tier that is clear and differentiated. If you are unable to do so across 3 Tiers given your resources, we recommend narrowing it down to 2.

Tier 1 Tier 2 Tier 3

Tier Definition Accounts that are the highest GTM priority.

Accounts that are a high GTM priority, but do not meet the selective threshold to make the Tier 1 group.

Accounts that are a high enough GTM priority to deploy resources to, but not enough to justify an investment higher than scaled tactics.

Account Coverage Per Campaign

Campaign Deployment

# of Accounts Covered by an Individual Practitioner

Lowest number of accounts.

They're eligible for less-scalable highly personalized tactics, and receive more GTM resources.

Low

Medium number of accounts.

They benefit from a slightly lower degree of personalized tactics and GTM resource allocation.

Medium

Scaled number of accounts.

They receive scaled personalized tactics and GTM resource allocation.

High

Should be leveraged in the overwhelming majority of all B2B organizations. Typically the lead generation or demand generation teams evolve their entire strategy to Growth ABM.

Usually applied for net-new pipeline generation and revenue acceleration strategies, although it’s not limited to this.

Deployment Fit

Account Mix

The Deal-Acceleration support can often loosely mirror the treatment that an account with a 1:1 Enterprise ABM strategy will receive.

Enterprise ABM Growth ABM

When is Deal-Acceleration deployed?

Typically across an account that is currently in a 1:Few cluster. Not usually deployed for 1:1.

Typically for an account that is classified as either a Tier 1 or 2.

Deploying additional GTM resources and efforts for an active opportunity within a specific account in order to add supplemental support to help it close.

Deal-Acceleration

Revenue Potential vs. Account Coverage

Enterprise ABM Growth ABM

Revenue Potential

Account Coverage

Highest potential ACV and LTV.

1:1 (3-8 per practitioner at one time) 1:Few (<25 in a cluster).

High, medium or scaled ACV and LTV.

Able to cover 50, 100s or 1000s of accounts at one time. Tiered approach.

Enterprise ABM Growth ABM

Depth of GTM Personalization

Investment Per Account

1:1 receives the highest possible degree. 1:Few receives high personalization per account that is only slightly less than 1:1. The degrees of personalization may vary per account based on selling conditions.

1:1 receives the highest possible investment. 1:Few has no major variance, although it may slightly differ based on tactical needs for each individual account.

Depth of GTM Personalization vs. Investment Per Account

Varies based on the Tier each account falls into. Tier 1: Highest. Tier 2: Medium. Tier 3: Scaled.

Varies based on the Tier each account falls into. Tier 1: Highest. Tier 2: Medium. Tier 3: Lowest.

Account Movement Description

1:1 → 1:Few

Disqualified out of TAL

1:Few → 1:1

Qualified and prioritized into TAL

How Accounts Move Across Enterprise ABM & Growth ABM

Account movement across Enterprise ABM (1:1, 1:Few):

Account(s) moves from 1:1 and into a 1:Few cluster.

Account(s) are deprioritized and removed from the account-based GTM efforts.

Account(s) moves from a 1:Few cluster and into 1:1.

Account(s) are prioritized and added into the account- based GTM efforts in either a 1:1 or 1:Few capacity.

Account Movement Description

Tier 1 → Tier 2, 3

Tier 3 → Tier 1, 2

Tier 2 → Tier 1, 3

Disqualified out of TAL

Qualified and prioritized into TAL

Account movement across Growth ABM (Tier 1, Tier 2, Tier 3):

Account(s) moves from Tier 1 and into either Tier 2 or Tier 3.

Account(s) moves from Tier 3 and into either Tier 1 or Tier 2.

Account(s) moves from Tier 2 and into either Tier 1 or Tier 3.

Account(s) are deprioritized and removed from the account- based GTM efforts.

Account(s) are prioritized and added into the account-based GTM efforts into one of the Tiers (1, 2, 3).

Accounts should not move in and out like a revolving door, there should be explicit criteria set and a time bound period for a review window to audit the target account list (a 3-month minimum is recommended).

The account selection and prioritization process should involve all GTM teams, it’s not a siloed marketing activity.

Criteria that can influence your target account placement across the Enterprise ABM & Growth ABM deployment models may include:

Key Considerations:

Qualification Criteria Examples Disqualification Criteria Examples

Account Fit: Vertical Employee Count Budget Location Annual revenue Revenue Potential (considering both first- deal and LTV) Iconic Reference (a prominent account that other accounts in the industry will emulate) Alignment with target market and solution offerings

Relationship Depth: Existing Relationship with Stakeholders There has been a 'Closed-lost' Opp

GTM Engagement Touchpoints: marketing, sales or customer service interactions. Buying Intent Signals: triggers that indicate an account should be prioritized. Custom Criteria

Marketing Opt-Out: an account explicitly says they don't want to receive marketing efforts. Competitor Wins: a competitor wins the account. Market Shifts: Significant changes in an industry that impact market conditions. Budget Constraints: reduced financial capacity to invest. Organizational Changes: structural changes that impact decision-making. Decreased Engagement: drop in interaction and responsiveness. Strategic Realignment: shift in business priorities away from your offerings. Custom Criteria

Running Both Enterprise ABM & Growth ABM Simultaneously

The Growth ABM and Enterprise ABM deployment models are built to be leveraged simultaneously, not in siloes. Growth ABM is meant to act as a scaled approach to your account-based GTM strategy, as Enterprise ABM is deployed to a hyper-focused subset of the highest priority accounts who receive the utmost deployment of resources.

Enterprise ABM’s accounts are typically pulled from Growth ABM’s Tier 1 and 2. If an account is no longer meeting the eligibility criteria for Enterprise ABM, it is typically moved back into a Growth ABM Tier.

This is how you effectively transform your revenue engine into a holistic account-based GTM strategy without sacrificing the ability to scale in account coverage or deploy a hyper- targeted approach.

Account Movement Description

Enterprise ABM → Growth ABM

Disqualified out of TAL

Growth ABM → Enterprise ABM

Qualified and prioritized into TAL

How Accounts Move Across Enterprise ABM & Growth ABM While Running Both Simultaneously

Account(s) move from either of Enterprise ABM’s 1:1 or 1:Few and into a Growth ABM Tier (Usually Tier 1 or 2).

Account(s) are deprioritized and removed from the account-based GTM efforts.

Account(s) move from either the Growth ABM’s Tier 1 or 2, to Enterprise ABM’s 1:1 or 1:Few.

Account(s) are prioritized and added into either the Enterprise ABM (1:1, 1:Few) or Growth ABM (Tiers 1, 2, 3) efforts.

Account movement across Enterprise ABM (1:1, 1:Few) and Growth ABM (Tier 1, Tier 2, Tier 3):

The Dimension of Sales Collaboration For Each ABM Deployment Model

Enterprise ABM Growth ABM

VP of Sales

Account Executive

A strong partnership is critical.

The ABMer partners directly with the AE’s and should be seen as a strategic teammate.

A strong partnership is critical.

Due to a higher volume of account coverage and (typically) a focus on generating net-new pipeline, direct involvement of the AEs is less than the BDR / SDRs.

Business Development Representative (BDR / SDR)

Solutions Consultant (SC, SE)

Although heavily involved, the AE’s are your primary partner.

As Enterprise ABM is mostly seen within expansion plays, the SC’s will have higher involvement.

The primary sales partner who is actioning the campaign tactics.

Very little, sometimes no involvement.

One of the most commonly misinterpretations across practitioners is the definition of “1:1 ABM”. We often hear of practitioners referencing their Growth ABM Tier 1 strategy as the deployment of “1:1 ABM”.

When practitioners who have deployed an Enterprise ABM 1:1 strategy hear this, it leaves them massively confused. This tends to end in the practitioner leveraging an Enterprise ABM strategy conveying to the practitioner using a Growth ABM strategy that they “aren’t really practicing ABM”.

This is far from the truth. Both practitioners are deploying ABM, yet they aren’t speaking apples-to-apples as the legacy pyramid-shaped deployment model fails to represent a modernized approach. This is one of the central reasons why we have clearly articulated the distinction between Enterprise ABM’s 1:1 and Growth ABM’s Tier 1.

Setting The Record Straight: Enterprise ABM’s 1:1 vs. Growth ABM’s Tier 1

Enterprise ABM’s 1:1 Growth ABM’s Tier 1

A campaign is built for one individual account

Yes No

Implementing The Account-Based GTM Architecture™

The Account-Based GTM Architecture™

Company Profile & Operational

Structure

Go-to-Market Foundations

Measurement & Reporting

Tools & Vendors

Cross- functional Collaboration

Campaign Planning & Activation

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. It 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, and optimization 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.

At ForgeX, we’re here to help you adopt the Account-Based Architecture through our training, workshops, certifications or to directly connect you with an accredited ForgeX agency or consultancy.

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.

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

About ForgeX

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Enterprise ABM & Growth ABM: Modernized Deployment Models

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