ABM/ABX/ABG Programs

Account-Based programs are dated from the early 2000s with Accenture and Unisys pioneering the Client-Centric Marketing a sort of marketing alignment with sales that were later called Account-Based Marketing or ABM by ITSMA in 2003.

But if ABM started so long ago then why only in the past 2-3 years we have assisted in its boom? The answer to this question can be found in the digital acceleration that technologies in this space have been providing. If we already had the Forrester wave for ABM now we also have a dedicated Gartner Magic Quadrant, proving the market for this technology and services is growing year after year.

As many of us know such acceleration has been boosted by the start of the recent pandemic in 2019-2020 making such an approach and technologies more and more critical as companies suffered from a lack of knowledge over their clients. Moreover, the chances to meet in person with their clients were less and less if not close to 0 due to travel restrictions and lockdowns.

Since the ABM wave got bigger we also started to assist in a shift towards a more holistic approach within the organization involving not only marketing much more sales, business development, and customer success. This is the time that Account-Based Everything or Experience gained a foothold (ABE or ABX) and this is probably why you’re here on this page. Nowadays in most organizations from corporates to small medium-sized, these account-based experiences are becoming major initiatives supported by CMOs, CSOs, CEOs, and dedicated centralized teams responsible for its widespread implementation.

The last step of this process is in the use of data as a core of these account-based programs. No more marketing, sales, or customer success without the power of data and technologies that can prioritize which account to target with these programs. This blend of ABX with data has been called Account-Based Growth or ABG and it is delivered in the form of Agile Pods.