Scenario ABM has quietly become one of the most-used tools in the ABM playbook, with 81% of companies now adopting it.
It’s mostly focused on existing customers, not new logos. Rather than being a prospecting tool, teams are using it to break into new pockets of accounts they already sell to, new buying centres, new business units, new stakeholders.
That’s a different job to Strategic ABM’s ‘be the CMO of the account’ remit. Scenario ABM is narrower and more targeted: a specific outcome, a defined plan to get there, faster.
A few things stood out to us in this year’s benchmarking study, including how ABM-ers are resourcing it, what they’re spending, and which tactics are actually moving the needle.
See below for detail.
Read our previous research summary on Strategic ABM.
