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📁 Most ABM Programs Never Reach Maturity

New ForgeX research uncovers why most ABM programs are stuck in early stages, missing the higher ROI of fully mature programs.

Author

Davis Potter
October 16, 2025

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

The 22-Year-Old Toddler: What ABM Maturity Actually Looks Like Today

The term “ABM” is 22 years old → yet orgs continue to struggle with the basics.

ABM is still negligently misunderstood and under funded.

Our data confirms this as the top 3 challenges ABM leaders face in 2025 are:

  1. ‘Insignificant budget’

  2. ‘Lack of internal understanding of the different ABM deployment models’

  3. ‘Lack of internal alignment on the definition of ABM’

Not only is ABM widely misunderstood, it’s also an incredibly young GTM strategy in the majority of organizations.

This is reflected as 52% of organizations have only been investing in ABM for 1-3 years.

Yet, organizations with an ABM program running for 4-6 years are significantly more likely to report “much higher” or “somewhat higher” ROI across all four deployment models.

When it comes to properly investing in headcount to lead the ABM program, we found that 57% of organizations have a dedicated role or team in place.

And 16% of organizations are preparing to establish dedicated ABM teams.

This is a positive trend as it can be incredibly dangerous to throw the task of “piloting ABM” onto the plate of a Demand Generation Manager who barely has enough resources and capacity to deliver on their existing responsibilities.

Hint hint: This is NOT conducive of setting them nor the ABM program up for success.

What Sets Advanced ABM Programs Apart

In our recently published ABM Maturity Report, we bucket the core traits, characteristics and markers of mature programs into 3 pillars.

  1. Strategic Clarity and Commitment

  2. Precise Program Design and Execution

  3. Insights-Driven Optimization and Performance Management

Below, we have included 2-3 highlights from each pillar……… you will find the FULL comprehensive list in the actual report:

1. Strategic Clarity and Commitment

The degree to which ABM is formalized, resourced, and embedded across the go-to-market organization.

Low Maturity

High Maturity

ABM efforts lack a formalized, organization-wide charter to guide execution.

Leverage an ABM charter.

• 33% of organizations have a documented ABM charter in place

ABM is a part-time responsibility.

Invest in dedicated ABM teams or roles.

• 57% of organizations have dedicated ABM headcount

ABM is treated as a marketing “tactic” or “campaign” with limited cross-functional influence.

Account-Based strategies are applied across the entirety of all GTM functions.

• >50% indicate that Sales, Demand Gen, Product Marketing, Customer Success, and xDRs are influenced by ABM

2. Precise Program Design and Execution

How effectively ABM programs are structured, resourced, and executed to deliver impact.

Low Maturity

High Maturity

ICP is loosely defined; account selection isn’t data-backed and inconsistent.

Invest in curating a well-documented ICP & sophisticated account selection and prioritization.

• 40% report having a “very well-defined” ICP

ABM strategy and execution is fragmented across teams and regions.

Leverage a Center of Excellence (CoE).

• 22% of organizations have a CoE for ABM

Campaigns focus on volume metrics based around lead generation (MQLs).

Operationalize around Buying Groups.

• 17x increase in conversion rates and a 4x improvement in win rates

3. Insights-Driven Optimization and Performance Management

The sophistication with which technology, AI, and reporting are applied to optimize ABM performance.

Low Maturity

High Maturity

Limited use of technology; reliance on manual, campaign-level processes with no automation or AI exploration.

Effectively use of technology, including AI-enabled tools.

• 85% of B2B teams using generative AI report improved pipeline outcomes

• Percentage of ABM programs (per each deployment model) categorized as “High Performers” that leverage an “ABM Platform”;

• 86% = 1:1

• 67% = 1:Few

• 73% = Growth ABM (1:Many)

• 75% = Deal-Based ABM

Technology stack and data is siloed across functions, and volume-based MQL metrics are top priority.

Account and Buying Group Focused Measurement and Reporting.

• Infrastructure and reporting processes reflect the complexity of account-based buying

What’s New at ForgeX?

Research & Insights

This research identifies what separates leading ABM programs from the rest and how to progress beyond early stages:

  • What sets advanced programs apart from developing ones

  • How to spot ROI gaps and get guidance on resourcing, governance, and reporting

  • Where maturity differs across Enterprise ABM, Growth ABM, and Deal-Based ABM and how to apply these insights to your program

Upcoming Research & Insights:

Events

Upcoming In-Person:

  • Date: December 3, 2025

    Time: 4:00 PM – 8:30 PM ET

    Location: Converse Flagship Store

    Address: 1 Lovejoy Wharf, Boston, MA 02114

  • Register Here Save Your Seat 🎟️

  • Date: December 11, 2025

    Time: 4:00 PM – 8:30 PM

    Location: The Loren Hotel Rooftop Terrace

    Address: 1211 W Riverside Dr, Austin, TX 78704

  • Register Here: Save Your Seat 🎟️

Upcoming Virtual:

The Revenue Xchange is a weekly live event focused on forging the future of Account-Based GTM + AI.

  • When: Every Thursday @ 9 AM PT

  • Where: Zoom

Upcoming guest speakers:

  • October 23 - Amber Bogie, Director, Global Marketing, UCC at GoTo

  • October 30 - Stephanie McArthur, Sr. Principal GTM & ABX Expert at Demandbase

Podcasts

  • 🎙️ How to Align Your Organization for ABM Success in the AI Era | Robert Norum, B2B Marketing

  • 🎙️ Building a Smarter Account Qualification Model | Amanda Heredia, ABX Stack

  • 🎙️ Operationalizing Buying Groups in ABM | Davis Potter, ForgeX

  • 🎙️ AI Transformation overview and why it’s urgent | Vincent DeCastro, Abma

  • 🎙️ ABM + Demand Gen: What’s the Difference in 2025? | Jen Leaver, Rithum

Have any questions about this episode or suggestions for future topics? Feel free to share them here.

ForgeX ABM Advisory Services

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  • 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 Proven Frameworks, Models & Templates

  • Hands-on Advice from Experienced Practitioners

Delivered By a Custom Scope Of:

  • Workshops

  • Training Sessions

  • Expert Guidance Hours

Join +1000 ABM leaders and become a ForgeX member to access our full research library, step-by-step frameworks, benchmark data and community.

Have an awesome rest of the week y’all!

LFG,

Davis