2021 ABM Benchmark Study

Performance benchmarks that can serve as a foundation for planning, budgeting, and measuring the impact of account-based programs. Responses from 500 B2B companies and marketing professionals detail the following insights and key findings on:

Budget allocation for account-based programs

Impact on the average annual contract value (ACV)

Critical metrics to highlight the ROI of ABM

Popular methods for identifying ICPs

And more!

See the Benchmarks for Account-Based Programs

Insights into the ABM adoption practices and key performance metrics used by go-to-market and customer expansion revenue teams

We often talk about best practices, but how are companies actually measuring their ABM programs and their business impact?

We teamed up with RevOps Squared to find out. We conducted a study of the ABM practices of 550 marketing professionals representing over 500 companies.

For the first time, we’ve tapped into the performance benchmarks that can serve as a foundation for planning, budgeting, and measuring the impact of account-based programs in 2021 and beyond.

Some of the study highlights include:

The average annual contract value (ACV) for account-based deals was 33% higher on average than non-ABM deals
55% of companies say their ABM programs are used for new logos and customer expansion
Companies that are dominated by inside Sales teams have 20% more, on average, of their marketing budgets allocated to ABM programs
The top 3 key performance indicators tracked by companies are close rate, sales cycle time, and conversion rate by stage