Is Your Organization Ready for ABM?
Account-based marketing (ABM) has continued to gain traction as an effective B2B marketing strategy, especially for organizations targeting high-value accounts. And 2025 will be no different.
However, it is critical to assess whether your organization is ready before launching an ABM strategy. Being unprepared can lead to wasted resources, missed opportunities, and frustration.
That’s why we’re sharing an ABM Readiness Assessment workbook to help you evaluate your organization’s current state. This assessment is based on a tool we use to help our clients design, operationalize and scale their go-to-market strategies based on their organizational makeup. It will guide you through a structured approach to assessing your team’s ability to execute ABM and identify areas for improvement.
Why Assess Your ABM Readiness?
ABM is more than just another marketing tactic—it’s a complete shift in how you approach sales and marketing. Traditional lead-based approaches scatter focus, but ABM concentrates resources on specific high-value accounts, aligning sales and marketing efforts for greater efficiency.
Assessing your ABM readiness ensures that:
- Your team is aligned on goals and strategies: Success in ABM requires tight collaboration between sales, marketing, and customer success teams.
- You have the necessary tools and infrastructure: ABM often requires investment in martech, such as intent data platforms, personalized content delivery systems, and account tracking tools.
- Your data is clean and actionable: Accurate and segmented data is critical to targeting the right accounts and engaging them effectively.
- Your leadership is on board: An ABM strategy needs executive buy-in to ensure proper resource allocation and long-term commitment.
Key Areas to Evaluate
Using our ABM Readiness workbook, you can assess your organization across several key dimensions. Let’s break down a few of the core areas:
1. Account Targeting & Segmentation
ABM success hinges on choosing the right accounts. Do you have a clear understanding of your ideal customer profile (ICP)? The workbook helps you evaluate how well-defined your ICP is and whether you have the data to segment accounts effectively.
2. Alignment Between Sales & Marketing
ABM requires a high level of collaboration between sales and marketing. Our workbook assesses how well these teams are aligned, including goal setting, messaging, and outreach strategies. Do both teams work with the same objectives in mind? Are there regular meetings and shared KPIs? Find out with our readiness assessment.
3. Personalization & Engagement Strategy
One of ABM’s strengths is personalized engagement. However, personalization requires resources and planning. The workbook evaluates how prepared you are to deliver personalized content and communication to each account. Are you equipped with the right content strategy to resonate with your target accounts?
4. Technology Stack
Your tech stack is another critical factor. ABM often relies on tools like marketing automation, CRM, account-based advertising, and more. The workbook helps you determine whether your current stack is ABM-ready and highlights any gaps you need to fill.
5. Leadership Buy-in
ABM is a long-term play, so leadership commitment is key. Our readiness workbook prompts you to evaluate the level of buy-in from executives and decision-makers. Do they understand the value of ABM, and are they willing to provide it with the necessary resources?
How to Use the Workbook
Our ABM Readiness Assessment is designed to be easy to use. Simply create a copy of the template in Google Sheets and create a copy – then start scoring.
The workbook is structured with clear questions and criteria for each readiness category. You can score your organization’s readiness for ABM based on your responses.
Once you’ve completed the assessment, you’ll have a clearer picture of where you stand. You might discover that you’re ready to dive into ABM, or you might identify areas that need attention before launching your strategy. Either way, the workbook will provide actionable insights to guide your next steps.
Get Started Today
ABM isn’t just about marketing to accounts—it’s about aligning your entire organization to focus on the accounts that matter most. Assessing your ABM readiness will save you time, money, and effort in the long run.
Get your copy of our ABM Readiness Workbook today to start your assessment and take the first step toward a more targeted, effective marketing strategy.
Need some expert guidance along the way? Our team of ABM strategists is here to help. Schedule a time to speak with one of our go-to-market experts today.
