Metric Monday: Previewing ABM Maturity from This Year’s Marketing Measurement Benchmark


Hi all,
A few posts ago, we mentioned that our third annual Marketing Measurement Benchmark— how B2B marketers track and report performance—is nearly complete. We’re excited to share the full report with you very soon.
In the lead-up, we'd like to share a finding from the benchmark that's been on our minds: we asked marketers to rate the maturity of their ABM programs. Only 4% said they were fully scaled. Just 15% described theirs as well-established. The rest? Still in the early stages.
Interestingly, the fully scaled group devotes about two-thirds of their marketing budget to ABM—nearly twice as much as those still building out their programs. Even after years of investment and talk about ABM, more than three-quarters of programs remain stuck in the “getting started” or “somewhat developed” phase.
And measurement hasn’t kept pace. Most ABM programs are still evaluated using lead-centric metrics like MQL volume or conversion rates—measures that simply don’t reflect how ABM works. They actually make ABM look worse, not better.
If ABM is going to scale, the way we measure it, fund it, and put it into practice needs to evolve. Proper measurement is a good place to start.
Comments
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Fascinating to see that only 4% of responders call their ABM program fully scaled and only 15% well established. We've been working on this for about 15 years. I think measurement is the biggest stumbling block but I'd love to hear what everyone thinks.
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