When kicking off the ABM In Action Live session track I polled the audience. I first asked how many people are here because they want to learn about best practices to start their first ABM program… about a third of the audience. Next, I asked how many people have, or have had a live ABM program, and the remaining two-thirds raised their hand. Finally, I asked this group to keep their hands up if they’re here because they need to restart or re-engineer a failed ABM program. Half of the people kept their hand up.
About a third of ABM programs are yet to launch and a third are failed and need to relaunch.
To be candid, I believe that the majority of people who feel their ABM program is operating well cannot target, control or measure activities and revenue impact of their ABM efforts. To do so, would require that they have the ability to manage data across these platforms and report it in an account-centric manner. And, based on the research, only 14% of marketing organizations can do this. Hmmm.
In any case, everyone who attended these sessions appeared to learn a lot and certainly participated well. At times it seemed I could see more phones in the air taking pictures than I could see faces.
