7 CHAPTER 3 High-Performing Teams Leverage Account-Based Marketing Designed to focus attention on high-value customer Top B2B marketing teams are 1.6x more likely accounts, account-based marketing (ABM) programs than underperformers to collaborate with are inherently collaborative efforts shared between sales teams on ABM programs: marketing and sales teams. Compared to their underperforming competition, high-performing High performers B2B marketing teams are more likely to collaborate 54% effectively with sales teams on ABM programs. Moderate performers The same is true of sales teams — high performers are 42% more likely to execute jointly with marketing on ABM Underperformers programs. Citing the value of ABM programs, one-third 34% of B2B marketers are currently planning to build them on their existing marketing automation platforms. High-performing B2B sales teams are 2.2x One-third of marketers will build more likely than underperformers to execute ABM programs on their existing MAPs. ABM programs jointly with marketing teams: High performers 82% Data Sources Moderate performers State of Sales State of Marketing 67% Underperformers Forrester Predictions 2019: B2B Marketing And Sales, October 2018 38%