Are B2B Firms Dedicating Staff Exclusively to Account-Based Marketing?

Most B2B firms do not have individuals or teams dedicated exclusively to account based marketing ( ABM). The report, based on a survey of B2B executives from around the world, found that 22% of respondents have marketers dedicated to ABM, 17% have a dedicated ABM team, 59% have marketers balancing ABM with other responsibilities, and 2% have an ABM team comprised of both marketers and salespeople.

Only 36% of respondents who have marketers balancing ABM with other activities feel their setup supports success, compared to 73% of those with marketers dedicated to ABM. 49% of respondents overall say their team setup supports ABM success. 65% say their marketing team sets ABM objectives in partnership with Sales, which impacts success.

The report was based on a survey of B2B executives from around the world.