FxF 14 - Inside ForgeX’s 2025 State of ABM Report | What GTM Leaders Must Know
Description
In this week's episode of the ForgeX Files, host Davis Potter welcomes Marcus Hiles, SVP of Strategy at Just Global. They break down ForgeX's State of ABM 2025 Report (sponsored by Just Global), exploring the data-backed insights shaping the future of ABM. The discussion covers emerging trends, operational challenges, and what GTM leaders need to start thinking about for 2025.
Key Takeaways:
1.) The Definition Dilemma: Lack of clarity around ABM definitions and deployment models is stunting internal alignment and sales collaboration.
2.) Strategy ≠ Tactics: Most companies jump straight to flashy campaigns without ICP definition, internal documentation, or a COE, and then wonder why they’re struggling.
3.) ROI Lives in Enterprise ABM: Why 1:1 and 1:Few programs are delivering the highest returns.
Closing Note:
Marcus's insights into ABM maturity, program structure, and the impact of AI expose why most teams are stuck and what top practitioners are doing differently. Whether you're a VP of Marketing or building your first ABM charter, this episode gives you the insights to get it right the first time.
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