So, y’know, a lot…changed this past year.
No, we’re not going to rattle off a bunch of “new normal”/”uncharted waters” cliches, but we are going to bring up the one about how the only constant is change.
That’s because when you look at your 2021 (and beyond) go-to-market strategy, it’s so very vital to manage the massive transformation the marketing world underwent in 2020, and how it can guide your best practices moving through this year.
We’ve compiled 10 stats about the state of modern go-to-market teams (marketing, sales, customer success) that will let you gauge where your organization falls in the trends, and can help you plot your future.
Before we dive into the list, here are a few themes to look out for.
- Account-based marketing is the key to a successful go-to-market and revenue strategy.
- Equally as important, GIF reactions are also required to make these statistics even more dramatic.
We tried our best to hit on both of these noteworthy points. To the list we go!
1. More and More Organizations Are Recognizing the Need for an Account-Based Marketing Program
Nearly all — 94.2 percent — of organizations said they have some sort of ABM program in 2020, up from just 23 percent (!!!) the year before. If you’re not one, join us?
2. Revenue Wins Over Leads
82 percent of organizations say new business is a top priority in an ABM program, which is a pretty big shift from a previous primary interest in generating leads over revenue.
3. Customer Marketing + ABM Continue to Grow in Importance
61 percent of teams have one and another 14 percent are planning to start an ABM customer marketing strategy — a big jump from 14 percent who said they had one in 2019.
4. ABM = Top Source for New Revenue Opportunities
Respondents to our state of ABM survey reported that they found that their ABM program generated an estimated 79 percent of their new opportunities.
5. ABM = More Revenue Opportunities = More Revenue
73 percent of overall revenue from respondents was attributable to ABM, and 79 percent of sales opportunities were generated by ABM.
6. There’s Still Some Room to Grow
13 percent of organizations say they have a mature ABM program. But this number could be deceiving — in 2019, 17 percent characterized their program as mature, but because the number of new programs increased in 2020, the number of mature ones dropped.
7. ABM Is No Longer Just a New Buzzword
Go-to-market teams said they’re a 6 on a scale from 1 to 10 describing their experience with ABM, with 1 being very early and 10 being very sophisticated.
8. ABM Has Become A Modern Go-to-Market Strategy
For those organizations characterized as being in late maturity, 78 percent of their marketing efforts are dedicated to ABM. How much of your marketing is directed to ABM?
9. More Mature ABM Strategies = More Confidence
Of all surveyed, respondents said they’d rate their confidence in their ABM program at a 56 on a scale from 1 to 100. That number jumps to 87 for programs in late maturity.
10. (No Surprise Here) COVID Changed Everything
Across the board, more than 63% of teams say their ABM program either became more important or absolutely critical to their business goals.
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