Account-Based GTM: A Modernized Framework
The pyramid-shaped ABM deployment model as a relic of the past and a new modernized framework
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Account-Based GTM
The underlying architecture that most account-based strategies are based on a “pyramid-shaped” ABM deployment model has become outdated, yet it is still often leveraged. It was launched back in 2016, which given the rapid pace of go-to-market innovation, is becoming obsolete.
The main reasons why it needs an update include:
Initially built for organizations who have a high Average Contract Value (ACV), and is intended to run alongside a Demand Generation / Integrated Marketing function.
Fails to reflect a tiered account-based strategy, leaving the term “1:1 ABM” exorbitantly misinterpreted and misused across ABM leaders.
The implementation of “Programmatic ABM” or “1:Many” typically ends up being a fantasy that is listed on an organization’s QBR slides without disciplined execution or metrics / KPIs tracked.
Lacks guidance on incorporating a Deal Acceleration approach.
Ignores a framework for the convergence of demand generation and ABM into a full account-based GTM strategy, of which go-to- market leaders are now under immense pressure to deliver.
As demand generation and ABM converge, it’s clear that B2B marketing is entering a new era of account-based GTM strategies.
We teamed up with our partner, Demandbase, and market research and advisory firm, ForgeX, to uncover modernized ABM deployment models that reflect the innovation that has taken place since 2016 - let’s get into it.
Who is needed for ABM: Then vs. Now
To date, ABM has been thought to be a marketing function. The naming has only emphasized this - Account-Based Marketing.
It’s no longer, or perhaps never should have been, a marketing function alone. Rather, the entire go-to-market team engine needs to be involved. That includes not only marketing, but also sales, customer success and others.
Leading account-based GTM teams perform like an orchestra.
It is a cross-functional ecosystem that involves all GTM functions.
ABM as a strategy, not a motion
To drive sustainable growth and efficiency, organizations must modernize their approach to Account-Based Marketing (ABM), moving towards a more dynamic and integrated account-based go-to-market (GTM) strategy.
A new, modernized pyramid
Does the pyramid-shaped ABM deployment model featuring 1:1, 1:Few and 1:Many sound all too familiar? That's because it dates back to 2016!
At the top of the pyramid, there is Strategic ABM, designed for a 1:1 approach targeting high-value accounts with personalized strategies. Below that, ABM Lite addresses a 1:Few approach, and at the base, Programmatic ABM targets 1:Many accounts.
However, the model has often been criticized for failing to reflect a true tiered strategy. Many practitioners are left confused about what “1:1 ABM” really means, and the critical element of deal acceleration isn't even accounted for in the pyramid. As a result, companies often reference this model in Quarterly Business Review (QBR) slides, but without the actual execution, metrics, or KPIs to back it up, it becomes more of a buzzword than a functional strategy.
This model’s limitations have highlighted the need for a more nuanced approach that clearly differentiates between levels of account engagement and incorporates essential aspects like deal acceleration to truly drive ROI and effectiveness in ABM efforts.
This is why we’ve partnered with Demandbase and ForgeX to share a modernized pyramid that reflects how ABM is actually being deployed today.
The next pyramid reflects two modernized ABM deployment models:
Enterprise ABM
Growth ABM
These models are designed to reflect the realities of successful account-based strategies today and can be integrated to form a holistic GTM strategy.
This modernized ABM deployment model differentiates between Enterprise ABM and Growth ABM.
This tiered approach enables coverage of anywhere from 50 to thousands of accounts simultaneously.
Running both enterprise ABM & Growth ABM simultaneously
With this framework, you have the ability to leverage both Enterprise ABM and Growth ABM simultaneously, rather than in isolation. Growth ABM acts as a scalable foundation, while Enterprise ABM focuses resources on the highest priority accounts.
Integrated Strategy: Enterprise ABM accounts are typically drawn from the top tiers of Growth ABM (Tier 1 and 2). If an account no longer meets the criteria for Enterprise ABM, it can be moved back into a Growth ABM tier, ensuring that resources are always allocated effectively.
Holistic GTM: This dual approach allows organizations to create a comprehensive account-based GTM strategy, balancing scale with precision.
For a full framework and detailed breakdown on how accounts move across these models while running both simultaneously, refer to the accompanying report.
The dimension of sales collaboration for each ABM deployment model
Sales collaboration is critical to the success of both ABM models. In Enterprise ABM, there is a strong partnership between ABM practitioners and account executives (AEs), particularly in expansion scenarios. Growth ABM, on the other hand, involves a broader set of accounts, with sales development representatives (SDRs) playing a key role in generating new pipeline.
Account-Based GTM
It's no longer just account-based marketing, confined to a single department. Today, it's an account-based go-to-market strategy - a cross-functional approach that unites the entire GTM team.
Feedback from GTM leaders echoes this transformation.
“It's time for a new approach that goes beyond traditional ABM - one that merges demand generation, deal acceleration, and true account personalization. The future of ABM isn't just targeted marketing; it's a holistic, tiered strategy that drives measurable growth across the entire customer lifecycle.”
-Ruchi Pal, Senior Marketing and Partnerships Manager at Biz2X.
This shift represents a fundamental evolution in how we think about account engagement - one that breaks down silos and aligns marketing, sales, and customer success around a unified goal.
If you share on social, don’t forget to tag GTMnow so we can see your takeaways and help amplify them.
We would love to hear how your team is evolving its account-based strategies and what challenges or successes you’ve seen with this approach.
🤝 Sophie