We’re asking the ABM community a question — and the answer will shape how we develop our training.
Account-based marketing has matured enormously over the past few years. But as ABM programmes grow in ambition and complexity, so do the demands placed on the people running them.
At Inflexion Group, we work with ABM practitioners and teams across the world — from those just getting started to senior leaders managing global programmes. They’ve helped us develop our ABM competency framework, covering five technical marketing skills and five soft skills. But one thing we hear consistently is that skill gaps are shifting. What teams needed two or three years ago isn’t necessarily what they need today.
So, we’re going straight to the source.
We’ve put a question to the ABM community on LinkedIn: what’s the biggest marketing skill gap you’re seeing in ABM teams right now? The options are:
· Creating actionable insight
· Designing marketing strategy
· Developing key messages
· Planning and activating campaigns
These aren’t arbitrary choices. They reflect the themes we hear most often in conversations with clients, course delegates, and our wider alumni network. But we know the reality is rarely that simple — which is why we’re encouraging people to share more in the comments too.
Head to our LinkedIn page to cast your vote!
Why does this matter?
The ABM Academy exists to give practitioners the skills they actually need — not a fixed curriculum built around what was relevant five years ago. Our courses are designed and delivered by experienced ABM practitioners, shaped by ongoing research and real-world client work. That means when the landscape shifts, our training shifts with it.
The results of this poll will feed directly into how we think about course development, content, and where we focus next.
Want to explore our current course range?
Whether you’re looking to build foundations, deepen your practice, or lead an ABM function at the highest level, the ABM Academy has a path for you — from beginner on-demand modules through to expert-level live training and individual mentoring.
Explore the full ABM Academy course range
Come back in one week’s time to see the results!
