3 ABM Tips for 2025

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Whether you already have an ABM strategy in place or are thinking about implementing one, a new year brings fresh ideas.

If there’s one thing I’ve learned over the past two years, it’s that your company’s GTM goals need to be at the center of your strategy.

It drives everything you need for success; top-down buy-in, cross-functional alignment and your target accounts.

Here are three additional tips to keep in mind heading into next year:

1. Choose one company GTM goal to focus on: Don’t overwhelm yourself and your GTM teams with trying to focus on too much at one time. As your company rolls out their GTM goals for 2025 over the next few months, be sure to identify only one to focus on.

2. Don’t be over reliant on the “signals” trend: Signals are all the rave right now. But don’t get inundated with trying to find and curate the right signals, especially for account selection. They’re best used as a supplemental strategy for further prioritization once your accounts have been selected.

3. First-party data is your signal source of truth: Once you’ve identified the GTM goal you want to focus on, your first-party data in your CRM will be your single source of truth for selecting target accounts. Think of, closed lost opportunities, churned customers, specific verticals, etc.

The GTM and ABM partnership will continue to rise in 2025. As we’ve seen companies like Demandbase, N.Rich, Mutiny, ForgeX and more lean into this already.

Make it a central feature of your strategy now. You can learn more in The Ultimate Guide to Building an Account-Based GTM strategy.

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