Section 5:
Prevalent ABM Challenges
Common roadblocks when delivering a successful ABM strategy
Top 3 challenges when planning and executing ABM strategy - US
- Determining which Accounts to Target
- Limited Tech and Tools
- Internal Skills Gap and Resource Constraints/Sales and Marketing Alignment
Top 3 challenges when planning and executing ABM strategy - UK
- Internal Skills Gap and Resource Constraints
- Determining which Accounts to Target
- Sales and Marketing Alignment
Both UK and US-based companies face similar roadblocks implementing ABM such as:
· Identifying the right accounts · Team alignment · Skill gaps
The complexity of the role means that skills and experience can be hard to come by.
For the UK, talent and skills is regarded as the main obstacle (34%), while US companies struggle more with limitations in technology and tools (32%). This may account for why 25% of US marketers only use a MAP and CRM to support their ABM.
Meanwhile, the skills gap remains a top three obstacle across all levels of maturity, peaking for those scaling up their ABM programs and declining for those with advanced programs.
When we consider the top 3 challenges faced by those companies scaling their ABM programs:
· Limitations in available tools and technology (15%) · Skills gap and resource constraints (14%) · Determining which accounts to target (12%)
It's no surprise that these companies are increasingly looking towards a blend of Targeted Demand Gen and ABM to gain insights into target accounts and to personalize their marketing efforts. While upskilling can help to alleviate some of the pressures, Targeted Demand Gen partners can help cover gaps while also allowing the team to benefit from their experience, expertise and importantly their data.