What’s up everyone! Welcome to the ForgeX Files, our weekly newsletter.

In here we share the latest and greatest around our Account-Based GTM research, provide our perspective on trending topics, and highlight what’s new at ForgeX.

Outdated ABM Deployment Models Are Stunting Revenue Growth

A Call for Modernization

The underlying architecture that most account-based strategies rely on is rooted in pyramid-shaped ABM deployment models that are 9+ years old...

These deployment models are not only outdated, but fail to reflect the nature in which ABM leaders are successfully implementing and scaling their programs.

Data confirms this as practitioners consistently ranked a “Lack of internal understanding of the ABM deployment models” as their second most significant challenge in our ForgeX 2025 State of ABM Report.

5 core reasons why outdated ABM deployment models need modernization:

1. Fail to represent a modern operating model for “1:Many” to scale ABM across 100s or 1000s of accounts, resulting in poor implementation and execution.

2. Legacy terminology has created ambiguity around the definitions and distinctions between ABM deployment models, leading to internal confusion.

3. Originally built for ABM teams who focus on a small subset of accounts that have immensely high revenue potential, and was designed to run alongside a lead-focused Demand Generation / Integrated Marketing function.

4. Lack a framework for the convergence of demand generation and ABM into a holistic account-based GTM strategy, of which marketing leaders are now under immense pressure to deliver.

5. Do not represent Deal-Based ABM as a core deployment model.

Due to the lack of innovation that legacy deployment models have received, GTM leaders and practitioners have been left to fend for themselves. Even large market research firms have underinvested in the advancement of the practice, starving practitioners even further.

This has directly influenced misconceptions such as:

• Organizations must purchase an "ABM platform in order to successfully deploy an ABM strategy.

• ABM is only a targeted paid ad tactic.

• Target account lists require 3rd party intent data in order to be built.

• “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 now in the era of account-based GTM.

THIS is why we are pioneering our modernized ABM deployment models at ForgeX.

What’s New at ForgeX?

Research & Insights

New Releases:

With this guide, organizations will be able to:

• Understand how ABM has evolved over the past 10 years and why modernization is essential today

• Learn updated best practices and how each of the ABM deployment models differs in strategy, structure, and roles

• Set up their ABM program for success and scale by applying the best fit deployment models

Upcoming Releases:

• AI Readiness Assessment Tool - October 8th

• Account-Based Readiness Assessment Tool - October 21st

Events

Upcoming In-Person:

Upcoming Virtual:

On Demand:

• ABM vs. Demand Gen: What’s the Difference in 2025?

• AI Transformation Overview And Why It's Urgent

• Operationalizing Buying Groups in ABM

Podcasts

🎙️ Why the ABM program fails: The Brutal Truth About Strategy, Targeting, and Tech with Mason Cosby from Scrappy ABM

ForgeX Advisory Services

Research-Enabled ABM Advisory Services:

• Modern ABM Programs Require a Modern Operating Partner

• ForgeX combines benchmark data and hands-on expertise. You'll partner with senior analysts who've built and scaled ABM in complex enterprises.

How We Help Enterprises Operationalize ABM

• Diagnose Your ABM Program and Isolate Hidden Gaps

• Deploy Research-Backed Frameworks, Models & Templates

• Hands-on Advice from Experienced Practitioners

Delivered By a Custom Scope Of:

• Workshops

• Training Sessions

• Expert Guidance Hours

Have an awesome rest of the week y’all!

LFG,

Davis