How Do You Know If You’re Ready for Account-Based Marketing?

Most B2B marketing leaders today have heard the buzz about Account-Based Marketing (ABM). The promise is compelling: stop spreading resources thin across a broad market, and instead concentrate firepower on the accounts that matter most. Done right, ABM helps sales and marketing align around the same goals, generates more meaningful engagement, and drives measurable revenue growth.

But how do you know if your organization is truly ready to make the leap?

Symptom Check: Signs You May Need ABM

One of the clearest signals is when your largest accounts aren’t producing new revenue streams. As Jen Favata, Growth Consortium Program Team Leader, recalls:

“An EVP of Sales once confided in me that his Enterprise team wasn’t generating nearly enough new revenue streams from their largest clients. When I asked him why, his answer was simple: ‘We don’t have the time to figure out which clients to focus on.’”

If that sounds familiar, ABM can help. By identifying which accounts have the highest potential and then concentrating marketing, creative, and sales enablement resources on those accounts, you create a system that scales.

Other readiness signals include:

• High-value products or services that require multiple stakeholders to buy in.

• Long sales cycles where deals can stall without consistent, personalized touchpoints.

• Complex buying committees where a single marketing blast won’t move the needle.

  
  

Why Readiness Matters

ABM isn’t just about buying a new platform or retargeting ads. It requires alignment: marketing must commit to crafting account-specific messaging, while sales must agree to share insights on which accounts matter most. Organizations that jump into ABM without this foundation often struggle—spending heavily but failing to deliver the depth of personalization needed.

The Role of Direct Contact

Digital targeting has its place, but ABM readiness also means embracing high-touch channels. As Jim Gagola, Growth Consortium Sales Enablement Team Leader, explains:

“Telemarketing offers a personalized and direct way to reach key decision-makers. When executed effectively, live agents can deliver targeted messages to the right accounts, generating high-quality leads.”

That human touch—whether it’s a phone call, a live event follow-up, or a dimensional direct mail piece—often makes the difference between being ignored and being remembered.

Are You Ready?

Here are three diagnostic questions to ask yourself:

1. Do we know which accounts matter most?If your sales team is guessing—or worse, chasing too many accounts—you may not be ready. Strategy comes first.

2. Do we have the capacity to personalize?Without account-level creative and messaging, ABM is just a fancy version of spray-and-pray.

3. Do we have a follow-up plan?Without consistent, human touchpoints, even the sharpest campaign will lose momentum.

   
   

How the Growth Consortium Helps

At the Growth Consortium, we specialize in getting companies ready for ABM—not by selling a one-size-fits-all platform, but by integrating three critical capabilities:

• Data-driven account strategy (MarketView LLC)

• Creative that breaks through (The Verdi Group, Inc.)

• Direct outreach and follow-up (CCRG Teleservices)

  
  

Together, we align your marketing investment with the accounts that matter most—turning readiness into results.

Final Thought

ABM isn’t just another campaign—it’s a commitment. If your organization is struggling to prioritize accounts, personalize messaging, or consistently follow up, it may be time to ask: Are we really ready for ABM?

And if the answer is “not yet,” that’s where we come in.