The State of Account Based Marketing 2025

When revenue leaders talk about ABM today the conversation usually sits in a strange tension. Everyone agrees ABM should be the engine of predictable revenue growth yet very few teams feel confident they are running it in a way their CEO would celebrate. That frustration is universal and after the success of our State of Intent Data report it became clear that the market needed something deeper. Something that explains not just what teams are doing but why results still feel inconsistent.

This is why we created The State of Account Based Marketing 2025. The industry needed a grounded view of ABM maturity based on how programs are performing across regions, functions and company sizes. A benchmark that shows GTM leaders where momentum accelerates and where execution stalls.

Who responded and why their perspective matters

This study pulls insight from a global group of seasoned operators across Europe, North America, APAC, the Middle East, LATAM and Africa. The distribution reflects how ABM is evolving worldwide with a strong concentration of Marketing leaders supported by Sales RevOps and BDR roles that carry the execution load every day.

Most respondents sit in growth focused Software and SaaS organizations where ABM should be the connective tissue between Marketing Sales and RevOps. Company sizes span from small teams to large enterprises giving us visibility into how maturity changes as complexity rises.

What makes this respondent profile valuable is simple. These are the people accountable for pipeline contribution measurement accuracy GTM alignment buying group activation ICP refinement and revenue reporting. Their experiences reveal the truth about what is working and what is still holding teams back.

What does the 2025 ABM benchmark cover

To help GTM leaders understand what actually drives ABM performance in 2025 the benchmark goes beyond tactics and looks at the operating system behind scalable revenue impact. Every theme in the report is designed to answer the questions CEOs and CROs keep asking marketing.

Is ABM improving conversion?

Is it accelerating pipeline?

Is it creating predictable revenue growth?

Inside the full study you will explore

• Strategic maturity across global ABM programs and how maturity correlates with win rates and pipeline velocity
• Ownership models between Marketing Sales and RevOps and why unclear ownership slows execution
• Depth of ABM integration inside GTM models including CRM sales orchestration and buying group alignment
• Program goals tied directly to commercial outcomes not vanity metrics
• Measurement sophistication across the full funnel from account engagement to opportunity attribution
• Technology adoption and operational capability that separates scalable programs from stalled ones
• Resourcing gaps data challenges and governance issues that prevent ABM from scaling across regions
• Success patterns consistently seen in top performing ABM teams generating high quality pipeline

Each topic ladders up to one core question every GTM leader is trying to answer.

How do you turn Account Based Marketing into a predictable revenue engine rather than a disconnected set of campaigns.

This benchmark does not just describe the state of ABM. It shows what actually moves revenue and what quietly holds teams back.

Why this report matters for predictable revenue growth

ABM is expected to improve pipeline quality lift conversion and make revenue more predictable quarter after quarter. Yet many GTM teams are still operating without a clear operating model for how ABM should actually work at scale.

This report exists because the market has moved beyond high level ABM theory. Leaders need evidence grounded in how revenue teams are executing today and where execution consistently breaks down.

The 2025 ABM Benchmark provides that missing reference point.

It gives teams the ability to see where ABM maturity truly stands across regions, industries and growth stages. It shows what top performing programs do differently to drive higher win rates and faster pipeline acceleration. And it surfaces the operational friction across ICP definition data accuracy attribution and orchestration that quietly limits revenue impact inside many GTM models.

More importantly the benchmark replaces guesswork with context.

Instead of wondering whether your challenges are isolated you can compare your ABM motion against how peers are activating buying groups orchestrating MixBound plays and supporting Sales with signals that convert into opportunities.

This research matters because it separates ABM systems that compound revenue from motions that create activity without impact. It clarifies which signals and plays translate engagement into pipeline where misaligned ICPs undermine conversion and how GTM alignment changes pipeline velocity and forecast confidence.

Predictable growth only happens when ABM evolves from a set of campaigns into a unified GTM operating model.

This report gives revenue teams a clear evidence based blueprint for making that shift and using current 2025 data to inform smarter strategy and execution decisions as they build their 2026 revenue engine.

Our promise as an ABM provider

We published the State of Account Based Marketing 2025 to make ABM easier to run well.

Across the market teams are making smart investments but lack a shared reference for what strong execution actually looks like at scale. This report is our contribution to that gap.

Our promise is to continue turning what we see across GTM teams into practical clarity. Clear standards. Clear tradeoffs. Clear signals for where to focus effort.

Help teams build stronger foundations that lead to stronger strategic and revenue impact over time.

Use this benchmark as a guide, a mirror, and a starting point for doing ABM with more confidence going into 2026.

Download the full report now.