PART TWO > THE HISTORY AND STATE OF ABM Percent of resources RECENT TRENDS OF ABM dedicated to ABM 78% ABM Is Reshaping the Modern B2B Revenue Strategy Year-over-year, we’ve seen the same trend: as account-based programs become more embedded into a company’s sales and marketing strategy, those programs become the main revenue channel for companies. This New opportunities generated year, the results are clear as day. “Mature ABM” programs have seen through an ABM approach account-based practices embed themselves in most of their revenue 79% generating efforts. More than three-quarters of their demand generation resources are focused on ABM. And the returns accompany the effort as almost 80% of new opportunities come through these programs and 73% of their overall revenue is attributed to ABM. Even brand new programs are seeing the benefits, with early companies generating approximately one-third of their revenue from their account-based program. If we correlate the large influx of fledgling account-based programs with the revenue performance achieved by later maturity Percent of overall revenue programs, it’s safe to say that the sea of change in B2B marketing has attributed to ABM finally occurred and will reshape modern B2B go-to-market strategies. 73% Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 15