2021 ABM Benchmark Study:
Measurement of Account-Based Program success by B2B Companies
Insights into the ABM adoption practices and key performance metrics used by go-to-market and customer expansion revenue teams
by Demandbase and RevOps2

During the period of December 9, 2020 through January 8, 2021, RevOps Squared and Demandbase joined forces for a new kind of research study. One that would uncover insights into how business-to-business companies are implementing, budgeting, measuring, and managing their account-based programs.

While other ABM-centric studies focus on the challenges of creating account-based programs and address levels of ABM maturity and ROI, the present study identifies how businesses are measuring, and thus managing, their programs success.