ABM Software in 2025: Where Tech, SDRs, and Inbound Insights Unite

Introduction

Did you know more than two-thirds of B2B marketers now leverage account-based marketing (ABM) strategies? (1) 

ABM has evolved from a niche tactic into a mainstream growth strategy, with the global ABM market projected to nearly triple from $1.1B in 2022 to $3.1B by 2030 (1). As we enter 2025, ABM software is no longer a “nice-to-have” – it’s mission-critical for revenue teams targeting high-value accounts.

In this guide, we’ll break down everything you need to know about ABM software in 2025. We’ll explore the modern ABM tech stack (and what tools you actually need), share how we integrate our outbound SDR and inbound lead tracking services into the ABM lifecycle, and answer the top questions B2B marketing and sales leaders are asking about ABM platforms. 

By the end, you’ll understand how to confidently select and deploy ABM software – with a strategic, no-nonsense approach that drives pipeline and ROI.

Let’s dive in and make ABM software work for you – from aligning your tech and teams to avoiding common pitfalls. 

Understanding the ABM Tech Stack in 2025

Account-based marketing isn’t powered by a single tool – it’s an orchestrated tech stack spanning data, engagement, and analytics. The good news? You might already own much of what you need.

In fact, fewer than 26% of marketers were using a dedicated ABM platform as of 2022 (1); most start ABM programs with existing tools like CRM, marketing automation, and targeted advertising. However, to scale ABM success, you’ll need the right mix of technologies across a few key categories.

Four categories of ABM tech stacks. A balanced ABM stack covers: 

(1) audience data and selection,
(2) engagement and orchestration,
(3) reporting and attribution, and
(4) automation/integration.

At a high level, an ABM tech stack includes tools for:

• Audience Building & Selection: Identifying and prioritizing the right target accounts. Data enrichment platforms provide firmographic details and verified contacts, while intent data providers monitor which accounts are “in market” for solutions. 

These tools help define your Ideal Customer Profile and surface accounts showing purchase intent or particular tech stack signals. 

Over 70% of ABM programs utilize CRM systems and data platforms to manage target account information (2) – emphasizing that clean, rich data is the bedrock of ABM success.

• Engagement & Orchestration: Activating multi-channel, outbound campaigns to reach stakeholders at your target accounts. This often includes an ABM advertising platform for account-targeted ads, integration with your email/marketing automation, and sales engagement tools for outbound sequences. 

In 2025, AI-powered personalization is a game-changer: tools like ChatGPT can auto-generate 1:1 landing pages and customized content for each account. 

71% of ABM marketers use marketing automation tools as part of their strategy (2), underscoring the need for automation to scale personalized outreach.

• Reporting & Attribution: Measuring what matters – account engagement, pipeline influence, and revenue impact. ABM-focused analytics solutions or CRM dashboards track engagement at the account level, sales cycle velocity, multi-touch attribution, and stakeholder activity. These insights prove ABM ROI to leadership and help optimize campaigns. 

72% of businesses report that better account targeting (a core ABM capability) leads to higher customer fit and profitability (1), so having analytics to confirm you’re engaging the right accounts is vital.

• Automation & Integration: The glue that holds it all together. CRM systems sit at the center of the ABM stack as the source of truth for accounts and contacts (3). 

Integration tools or native connectors sync data between your CRM, marketing automation, ad platforms, and sales tools so everyone sees a unified view. 

For example, automatically routing an ABM-raised lead to the correct sales rep in your CRM ensures no hot account falls through the cracks. 

Poor integration is a top pitfall – marketers warn that disconnected tools lead to data silos and misalignment between marketing and sales. In short, make sure your ABM tools talk to your CRM (59% of ABM programs rely on CRM software as a backbone (1)).

Pro Tip: Don’t overcomplicate it. We’ve seen clients get dazzled by every “must-have” ABM tool and end up with tech overload. Focus on the four core functions above before chasing shiny add-ons. 

Many successful ABM programs start with just a solid CRM, a data source for building target account lists, and one orchestration tool (even something as simple as LinkedIn Ads). 

In fact, our team at Martal often helps clients drive ABM pipeline using tools they already have – plus our human touch through outbound SDR outreach, which we’ll discuss more below. It’s better to fully utilize a few integrated tools than to juggle a dozen disconnected platforms.

What Platforms or Tools Typically Make Up an ABM Technology Stack? 

A complete ABM tech stack spans four key categories of tools: 

1. Data & Intelligence for account selection (e.g. contact databases, intent data feeds), 
2. Engagement & Orchestration tools for coordinated outreach (e.g. ABM advertising platforms, plus email, ads, and content personalization tools),
3. Analytics & Reporting solutions for tracking account-level engagement and attribution, and 
4. Integration & Workflow tools to connect everything (e.g. your CRM and marketing automation platforms).

 In practice, most ABM programs use a mix of existing systems – for example, 59% use their CRM software as a core ABM tool (1) – supplemented by ABM-specific add-ons like intent data (still only used by ~35% of businesses today (1) for extra firepower).

Nearly 71% of ABM marketers leverage marketing automation platforms as part of their stack (2), highlighting that ABM is usually an extension of your current marketing & sales tech rather than a completely separate toolkit. The key is ensuring those tools can target specific accounts and deliver personalized content at scale.

Integrating Outbound SDRs and Inbound Insights into ABM

Technology alone won’t magically open doors at your target accounts – people power is essential. This is where our Outbound SDR service and Inbound Lead Tracking solutions at Martal become integral parts of the ABM lifecycle.

• Outbound SDRs as ABM Orchestrators: While ABM software can automate ads and emails, nothing replaces human-to-human outreach. Our outbound Sales Development Representatives (SDRs) function as an extension of your team, executing personalized cadences (cold emails, LinkedIn messages, phone calls) to engage each target account’s stakeholders.

Think of ABM software identifying who to target and when – and our SDRs providing the tailored touch to actually spark conversations. 

For example, if an ABM platform shows Intent Signal X for a target account (e.g. they’ve been researching a solution like yours), our SDRs can swiftly follow up with a highly relevant message referencing that pain point. This one-two punch of tech + human outreach greatly increases response rates. 

Why it matters: Up to 50% of a sales rep’s time is often wasted on unproductive prospecting (1). ABM focuses reps on the best-fit accounts, and an outbound ABM agency like Martal ensures those accounts get VIP attention with minimal wasted effort.

• Inbound Lead Tracking & Follow-Up: A well-run ABM program doesn’t just generate outbound engagement – it also stirs inbound interest. When target accounts start visiting your website, downloading content, or responding to campaigns, you need to capture and capitalize on those signals immediately. 

Our Inbound Lead Generation & Tracking service does exactly that: we monitor inbound inquiries or site visits from your target accounts (often a byproduct of ABM awareness) and make sure they’re routed to action. 

In practice, this could mean alerting our team (and yours) that “Acme Corp from our ABM list just requested a demo” so that sales can follow up within minutes. 

We’ve observed that effective outbound ABM “seeds the market” – boosting brand visibility among targets and even driving a spike in inbound leads from those accounts.

By tracking those sales leads (often via your CRM and marketing automation) and engaging them promptly, you close the loop between marketing and sales. 

Bottom line: Every touchpoint – whether initiated by you or the prospect – gets handled in a cohesive, account-centric way.

Success with ABM Software: Alignment and Outcomes

Having the right tools is half the battle – the other half is using them to actually produce business outcomes. “Success” with ABM software means aligning it tightly with your CRM and sales process and tracking metrics that matter (pipeline, revenue, stakeholder engagement) rather than vanity stats. Let’s unpack what effective ABM programs look like and how integration plays a role.

When ABM software is firing on all cylinders, you’ll see tangible improvements: marketing and sales operate from a shared account view, target accounts engage more deeply, and your pipeline becomes packed with the right opportunities. 

In fact, increased sales and marketing alignment is often cited as the #1 benefit of ABM (1). Imagine your sales reps coming to pipeline meetings excited because they recognize and trust the data on each target account (recent intent surges, contacts engaged, etc.), all visible in your CRM. 

That’s the power of well-integrated ABM tools – they turn your CRM into an actionable command center for account strategy.

What Does Success Look Like with ABM Tools, and How Well Do They Integrate with CRM Systems?  

Success with ABM tools looks like marketing and sales working in unison on a focused set of target accounts, with clear visibility into account engagement and pipeline impact. 

You know your ABM software is succeeding when it drives outcomes like: higher quality pipeline from target accounts, faster deal cycles with those accounts, and improved sales-marketing coordination (e.g. shared account dashboards and seamless lead handoffs). 

Crucially, ABM platforms that integrate tightly with your CRM enable this success by providing a single source of truth. A well-integrated ABM tool will sync account insights (intent signals, engagement scores) and contacts into your CRM in real time, ensuring reps are armed with context and nothing falls through the cracks.

Among companies with ABM programs over a year old, 59% are satisfied with the outcomes, compared to only 45% satisfaction for newly launched programs (1). 

The difference? Mature programs have had time to fully integrate ABM into their systems and workflows – often achieving a “snowball effect” of better data, bigger budgets, and tighter CRM integration over time (1). 

Integration is key: one survey found over 70% of firms use CRM systems in their ABM efforts (2), reflecting that ABM success is built on CRM alignment. When your ABM software and CRM work together, sales can instantly see which target accounts are heating up, and marketing can attribute revenue to specific ABM campaigns, painting a clear picture of success.

In Practice: Consider ABM “wins” like increased deal size and loyalty. 72% of businesses say focusing on the right accounts (core to ABM) yields better-fit customers with greater lifetime value (1). 

At Martal, we measure our ABM-assisted campaigns by metrics such as pipeline generated from target accounts, engagement scores (e.g. % of target accounts that responded or booked meetings), and multi-touch attribution to show marketing’s influence on deals. 

We also ensure the ABM platform is logging activities to the CRM – for example, when our SDRs book a meeting with a target account, that appointment (and all the prior touches) are recorded under the account in CRM for full visibility. 

Success means no surprises for sales: they can open the account record and immediately understand how engaged the account is, which contacts have interacted, and what personalized content they received.

Lastly, success with ABM tools is often seen in sales efficiency gains. By concentrating effort on high-probability accounts, sales teams waste less time. One stat points out that ABM programs paired with strong enablement can reduce the infamous 50% of sales time wasted on bad outbound prospecting (1), channeling that energy into productive conversations. When your ABM software lights the path, your team stops chasing dead-ends and focuses on building relationships that convert.

What Is the Best ABM Software for Launching B2B Enterprise Sales Programs? 

For enterprise B2B sales programs in 2025, ABM platforms often considered “best-in-class”  for their robust intent tracking, AI-driven account insights, and multi-channel engagement capabilities. 

These platforms excel at identifying which target accounts are actively researching solutions (using intent data) and enabling personalized outreach across ads, web, and sales touches. 

The “best” ABM software is often the one that can prove it boosts pipeline and revenue. 

Pro Tip: Choose a platform that not only has fancy features, but also a track record of integration and customer success at the enterprise level. Of course, “best” depends on your specific needs – some enterprises pair a lighter ABM tool with best-of-breed intent data to cover all bases. 

One thing is clear: intent tracking and account engagement analytics should be high on your priority list. Our recommendation when launching ABM for an enterprise sales team is to ensure whichever software you pick can (a) pinpoint ready-to-buy accounts and (b) seamlessly alert your sales reps or Martal’s SDRs to engage those accounts instantly. That’s the winning formula.

Navigating ABM Platform Challenges and Risks

As powerful as ABM software is, savvy leaders know to approach it with eyes wide open. There are common concerns we hear from CMOs and VPs:

“Will an ABM platform be overkill or too complex for us?”,
“Am I going to get locked into one vendor’s ecosystem and regret it?”,
“Can we do ABM without shelling out for expensive software – maybe even with spreadsheets?” 

It’s crucial to address these before you invest time and budget. In this section, we tackle these questions head-on, highlighting how to keep your ABM approach practical, flexible, and cost-effective.

First off, remember that ABM is a strategy – tools should support the strategy, not complicate it. It’s entirely possible to start small (even manually) and grow into more advanced platforms over time. 

Many companies begin ABM pilots using basic tools (a CRM, Excel or Google Sheets for account lists, and coordination between marketing and our outsourced SDR team). In fact, 45% of businesses that haven’t started ABM yet cite “lack of needed technology” as the reason (1), but the truth is you can get rolling with what you have and only invest in dedicated software once the approach is proven (1). 

That said, as your program matures, dedicated ABM software can unlock new scale and precision – the key is to adopt it thoughtfully to avoid pitfalls.

Are ABM Platforms Too Complex or Limited by Vendor Lock-In? 

Modern ABM platforms can be complex, but they don’t have to be overwhelming if you implement them step-by-step. The best platforms are designed to integrate with your existing systems and simplify your workflow, not overcomplicate it. 

However, there is a real risk of vendor lock-in if you choose a closed system or one that doesn’t play nicely with others. This means you could become dependent on a single vendor’s data, APIs, or ecosystem, making it costly to switch later. 

In practice: ABM software has matured to be more user-friendly, yet companies still report pitfalls like overcomplicating their stack with too many tools and struggling with integration issues. To avoid complexity, focus on core features you need and ensure any platform you consider offers open integrations (e.g. open API, native CRM connectors) so you’re not stuck in a silo.

Only 26% of marketers were using a dedicated ABM platform as of 2022 (1), indicating that many teams find ways to execute ABM without jumping into complex, all-in-one software initially. This also suggests some hesitation due to complexity or cost. Importantly, when asked about challenges, nearly 50% of companies not doing ABM say lacking the right tech is a barrier (1) – pointing to a perception that ABM platforms might be daunting or too advanced for them. 

Our take is that ABM technology is catching up to be more accessible, but you should still evaluate ease-of-use and flexibility closely. If a platform requires massive change management, tons of training, and forces you to use its proprietary data or UI without exporting easily, those are red flags.

Tip: During trials or demos, ask vendors about data portability (“Can we export all our account and engagement data easily if we leave?”) and integration depth (“Does it sync both ways with our CRM, and can it ingest data from our other tools?”). 

A good ABM platform will actually reduce complexity by consolidating account insights and orchestrating actions in one place. But a bad one might introduce another silo. We at Martal advise clients to pilot ABM tools in a sandbox first and ensure it complements your workflows rather than complicating them.

Is It Possible to Run an Effective ABM Program with Just Spreadsheets, or Are Dedicated Tools Essential? 

Yes, it’s possible to run a basic ABM program with spreadsheets and simple tools – especially as a pilot – but it will be labor-intensive and harder to scale. 

In the very early stages, a spreadsheet can serve as your target account list and you can manually coordinate personalized outreach (we’ve seen companies do “ABM” by manually customizing emails to 20 top accounts using data from LinkedIn and CRM exports).

In fact, many businesses have started ABM with their “current tech stack” – one study noted most ABM practitioners initially rely on tactics like targeted email, direct mail (69%), live chat (61%), and CRM data (59%) to run ABM (1), rather than immediately buying new software. This proves you can get results with resourcefulness and elbow grease.

However, dedicated ABM tools become essential as you try to scale up the number of accounts and touchpoints. Spreadsheets can’t provide real-time intent signals, automatic account scoring, or multi-channel orchestration. They also pose data hygiene risks – a static list can get outdated quickly (one of the biggest ABM killers is “dirty data” (3)). 

So, while you can launch an ABM pilot without fancy software, an effective, ongoing program will eventually benefit greatly from dedicated platforms that add efficiency and insight.

Only 26% of marketers use dedicated ABM platforms (1), meaning the majority are still either in early stages or using general tools. And yet, 35% of companies that haven’t adopted ABM blame technology gaps (1) – suggesting that at a certain point, trying to manage ABM manually becomes a barrier. 

Also, consider that sophisticated capabilities like third-party intent data are only leveraged by 35% of businesses today (1) – those using it have an edge in targeting precision. 

Our Advice: Start with the tools you have (CRM, marketing automation, maybe LinkedIn ads) and a strong outbound sales partner to prove out ABM on a small scale. 

We’ve helped clients run very effective ABM campaigns for a handful of accounts using just spreadsheets of target lead lists combined with our outbound SDR outreach and personal LinkedIn ads – closing sales deals without big software. 

But, as your program grows to dozens or hundreds of accounts and multiple channels, invest in at least a lightweight ABM platform or data tool. You’ll need it to keep everything organized, ensure no account falls through the cracks, and measure results accurately. 

Explore modern strategies for precision prospecting in ABM list building.

What Factors Should I Consider When Evaluating Vendor Lock-In Risk with ABM Platforms? 

To avoid getting “stuck” with an ABM vendor, evaluate these key factors upfront: data portability, integration flexibility, contract terms, and ecosystem compatibility. Specifically, ask:

• Can we export our data? Ensure the platform allows you to easily export all account and engagement data in usable formats. If the tool uses proprietary data (like intent signals or account scores), understand if you retain access to that data if you leave. Data portability is your insurance against lock-in.
  
• How does it integrate? Look for platforms with open APIs and native integrations with your CRM, marketing automation, etc. If a tool only works within its own silo and you’d have to rebuild processes from scratch elsewhere, that’s a lock-in risk. Favor vendors that are part of a broader ecosystem (e.g. integrations with Salesforce, HubSpot, etc. out-of-the-box).
  
• Contract & Pricing model: Check the contract length and any auto-renewal or ramp-up clauses. A 3-year contract with steep penalties is literal lock-in. Also consider if the pricing model forces you to scale within that platform – e.g. if it charges per account and your list grows, are you trapped paying more? Flexibility here is key.
  
• Use of proprietary features: Some ABM platforms bundle in unique data (like their own intent data feeds or ad networks). That can be powerful, but consider if those features could be replicated or replaced if you switched. If not, you’re dependent on that vendor’s secret sauce.
  

While specific “vendor lock-in” stats for ABM are hard to come by, the broader tech industry notes that data incompatibility and integration issues are the top challenges contributing to lock-in (8). 

In ABM terms, this means if you choose a platform that doesn’t play well with others, you’ll inadvertently deepen your reliance on it. Also, according to a pricing analysis, many ABM tools have hidden costs like add-on modules and account tier upgrades that can trap you into staying (e.g. you invest so much in setup and add-ons, it’s painful to leave) (5).

How to Mitigate: Before signing, ask the vendor for customer references, especially any who have left the platform. Also inquire if they support standards (for example, some ABM systems can push data into your data warehouse – a great sign that you won’t lose data). 

Consider starting with a smaller package or pilot (month-to-month if possible) to ensure it’s a fit. In summary, protect yourself by ensuring ownership of your account data and flexibility to integrate or exit. Martal’s approach when consulting on ABM tools is always to favor open, interoperable solutions – we never want our clients handcuffed by a single vendor.

Which Metrics and KPIs Should ABM Software Help Track? (Account Engagement, Pipeline, Stakeholder Influence, etc.)  

ABM software should track account-centric metrics that align with both marketing and sales goals. Key sales KPIs include: 

• Account Engagement Scores (how actively target accounts are interacting with your campaigns – e.g. content downloads, website visits, email clicks per account), 
• Pipeline and Revenue from Target Accounts (dollar value of opportunities and closed deals sourced from your ABM list), 
• Multi-Stakeholder Engagement (number of decision-makers or buying committee members engaged in each account), 
• Win Rate and Deal Velocity for ABM accounts (are deals closing faster or more frequently in your ABM cohort vs. non-ABM), and 
• Campaign Influence on pipeline (attribution showing which ABM touchpoints influenced open opportunities).

In essence, your ABM software should elevate reporting beyond individual leads to show the holistic picture at the account level.

A telling metric focus for ABM is that “Revenue won” is considered the primary metric for ABM success by many organizations (2). This underscores that at the end of the day, ABM is measured by tangible business outcomes (closed deals and revenue growth in target accounts). 

Additionally, ABM analytics often highlight engagement: for example, tracking that an average B2B sale involves 7 stakeholders (2), so your ABM platform should report on how well you’re reaching those 7 people (did at least 4-5 of them visit your site or content?). 

A good ABM dashboard might include metrics like:

• % of Target Accounts Engaged: e.g. 60 out of 100 target accounts had at least one meaningful interaction this quarter.
  
• Pipeline Created from ABM Accounts: e.g. $3.2M in pipeline from target accounts (with perhaps attribution showing marketing influenced 80% of it).
  
• Account Win Rate and ACV: e.g. 30% win rate on ABM-targeted deals versus 20% on non-targeted, and average deal size of $200k vs $100k – indicating ABM’s positive impact (1).
  
• Engagement by Channel or Touch: e.g. Account X had 5 website visits, 3 content downloads, and 2 meetings – an engagement score of Y.
  
• Stakeholder Penetration: e.g. on average, 5 contacts per account engaged (a sign your ABM is multi-threading relationships).
  

Your ABM software should make it easy to track these across the board. For instance, our systems integrate with CRM to report sales pipeline velocity (time from first engagement to opportunity) for ABM accounts compared to others (3).

If ABM is working, you’ll often see faster progression because the right people are involved and nurtured. Also, don’t forget marketing and sales activity metrics: 

ABM software should log both marketing touches (ads served, emails sent) and sales touches (calls, SDR emails) so you can see the whole sequence that led to outcomes. In summary, if a metric demonstrates how effectively you’re penetrating and converting target accounts, track it!

How Do ABM Tools Support Different ABM Approaches (1:1, 1:Few, 1:Many Campaigns)? 

ABM tools are built to be flexible so you can run 1:1, 1:few, and 1:many campaigns – often within the same platform – by adjusting segmentation and personalization levels. 

Source: The CMO

In a 1:1 ABM approach (one account per campaign, ultra-personalized), the software allows deep customization: for example, creating account-specific content, microsites, or playbooks unique to a single target (some platforms let you clone campaigns and tweak variables for each account). 

For 1:few ABM (targeting a small cluster of similar accounts, say 5-15 accounts), tools enable lead segmentation by common attributes (industry, use case) so you can personalize at scale for that segment (e.g. an industry-specific ad campaign that speaks to all 10 accounts in fintech). 

In 1:many or programmatic ABM (hundreds or thousands of accounts), the platform leans on automation – using dynamic content insertion and broad intent data to manage personalization in a scalable way. 

In essence: ABM software provides the framework to manage different tiers of ABM, from bespoke to automated, often by letting you label accounts by tier and plan your tactics accordingly.

Many ABM platforms even have features explicitly for this: for instance, you might upload a list of “Tier 1” accounts for 1:1 treatment, “Tier 2” for 1:few, and “Tier 3” for 1:many, and the software can handle each cohort with the appropriate level of touch (like human SDR outreach for Tier 1, highly targeted ads for Tier 3).

Nearly half of ABM programs use a mix of one-to-one, one-to-few, and one-to-many tactics (1), which implies ABM tools must support multiple approaches simultaneously.

One-to-many ABM campaigns often target 6000+ accounts on average, one-to-few target ~177 accounts, and one-to-one average 39 accounts (1). 

That scale difference is huge, and ABM software helps manage it by automation. For a 6000-account programmatic ABM, your platform might automatically personalize an ad with each account’s company name – something impossible to do manually. 

Conversely, for those 39 one-to-one accounts, your ABM tool might help you research each account in depth (some platforms have AI-generated account insights to aid 1:1 personalization).

Pro Tip: Use your ABM software to its strengths for each approach. We often help clients designate tiers: e.g., Tier 1 (1:1) – use the full suite of tools plus Martal’s SDRs for white-glove treatment; Tier 2 (1:few) – use templated yet tailored content (like an email that is 80% the same for 10 accounts with slight tweaks); Tier 3 (1:many) – rely on broader digital programs (ads, automated emails) with minimal manual intervention. 

Good ABM software will let you clone and adjust campaigns easily, so you’re not reinventing the wheel for each account but still delivering the right degree of personalization.

Learn how to leverage ABM data for strategic insights and smarter targeting.

What Red Flags or Hidden Costs Should Companies Watch for When Evaluating ABM Software? (Data Fees, API Limits, Account Caps, etc.)  

When shopping for ABM software, beware of hidden costs and limitations that aren’t obvious in the sales pitch. Common “gotchas” include:

• Data Add-On Fees: Some platforms charge extra for intent data or contact data. For example, an ABM tool might integrate intent data but bill it as an add-on. Know what data is included vs. what costs extra.
  
• Account or Contact Limits: Many ABM software pricing tiers cap the number of accounts you can upload or track. Hitting that cap might force you into a higher plan. Check the limits (e.g. 1,000 accounts on basic plan) and pricing for beyond that (4).
  
• API/Integration Costs: If you plan to integrate the platform with other systems, see if API access is included or if there are usage charges. Some vendors impose limits on API calls or require a premium package for certain integrations (6).
  
• Onboarding and Professional Services: Implementation support might not be free. There could be one-time setup fees or required training packages (ranging widely, e.g. $0 to $20k for setup in some cases (6)).
  
• Feature Gating: Often, the base price looks reasonable until you realize essential features (analytics dashboard, CRM sync, etc.) are only in the higher tier. E.g., a rep quotes “$X/month” but fails to mention you need the $X+Y package for the full analytics module (6). Clarify what’s included.
  
• Contract Auto-Renewals or Minimums: Long contracts can lock you in, and auto-renewals might trigger price hikes. Try to negotiate flexibility especially in year 1.
  

An analysis of ABM platform pricing found that hidden costs like implementation (up to $20k), training (up to $1.2k per user), and premium support can quickly inflate total cost (6). Additionally, hidden costs such as add-ons for intent data, higher account tiers, and required professional services (5). 

Marketers have also reported that with some vendors, critical features like retargeting might require additional modules, leading to unexpected expenses (5).

Advice: Request a detailed pricing breakdown in writing. Specifically ask: 

“Is intent data included? How many accounts/contacts can I have?

 Is there a limit on users or any extra fee for CRM integration? 

What happens if I need more accounts mid-year?” 

Get clarity on support – basic email support vs. a dedicated CSM might differ. 

Also inquire about data refresh costs: if the tool provides contacts, do those contacts come with a limit or refresh fee? Some ABM vendors partner with data providers and charge per contact or per refresh beyond a quota.

Finally, look out for performance or usage caps that could hamper your strategy. For instance, if a platform limits the number of email sends or ad impressions in the base package, that’s a hidden operational cost because you might have to throttle your campaigns or pay more. 

At Martal, when we help clients evaluate ABM solutions, we create a comparison table of total 1st year cost including any “hidden” items (we’ve seen scenarios where the true cost was 30-40% higher than the sticker price after including all necessary add-ons). 

Being vigilant upfront will save you budget pain later – you want your ABM investment going into engaging target accounts, not into surprise platform fees.

Implementing ABM in Your Organization

With the tech, strategy, and cautionary tips in mind, a natural question arises: how do we structure ABM internally for success? ABM blurs the traditional lines between marketing and sales. It demands tight coordination and often a cultural shift toward shared goals.

In this section, we look at organizational alignment: who should “own” ABM, how to ensure both marketing and sales are on board, and how Martal’s services can act as a force multiplier regardless of your internal structure.

A successful ABM initiative often has an executive champion and a cross-functional team. In some organizations, ABM lives under marketing (with a dedicated ABM manager), in others it’s within the sales or revenue team, and many create a blended “ABM task force” or center-of-excellence pulling talent from both sides. 

What’s important is that roles are clear: content and campaigns (marketing) and personalized outreach (sales/SDRs) must work hand-in-glove. We find that having joint KPIs (like pipeline from target accounts) really cements cooperation – everyone succeeds or fails together.

Let’s answer a few final questions around organizational setup and then address some frequently asked basics to round out this guide.

Within Your Organization, Should ABM Sit Under Marketing, Sales, or a Hybrid Team? 

ABM works best as a hybrid, cross-functional initiative – it isn’t purely marketing or purely sales. 

Most companies place ABM under marketing leadership (since it involves orchestrating campaigns, content, and analytics), but with extremely tight alignment to sales. In practice, this could mean a dedicated ABM team or “pod” that includes a marketer (ABM campaign manager), a sales rep or SDR, and possibly a sales enablement or ops person. 

Almost 70% of organizations using ABM have appointed a dedicated ABM strategy leader or team lead (2), illustrating that it’s seen as a specialized function that bridges departments. 

Only about 28% of companies fully spread ABM responsibilities across the entire team without clear ownership (2) – which suggests that without defined leadership, ABM can flounder. 

So, we recommend a hybrid model: marketing might run point (planning and account insights) and sales contributes execution (outreach and relationship building), coming together regularly to adjust strategy.

A survey by ITSMA found ABM responsibilities are shared across the entire team in only 28% of companies (2), meaning in 72% of organizations, ABM is more centralized – either in marketing or a focused ABM unit. 

Furthermore, 69% have a dedicated ABM leader (7). This indicates that while collaboration is key, having clear ownership is equally crucial. ABM often sits under marketing’s budget (for ads, events, content) but it lives or dies by sales engagement. 

Some firms solve this by creating a “Revenue Team” or “Growth Team” that includes both marketing and sales personnel assigned to ABM. We see this especially in enterprise settings: e.g., the ABM team might report to a Chief Revenue Officer who oversees both departments.

From Martal’s perspective, we often function as an extension of that hybrid team. For example, a client’s marketing VP might spearhead ABM strategy and content, their sales director ensures reps follow up on ABM leads, and Martal’s SDRs plug in to execute outreach strategies and feed feedback from the field. 

The key is constant communication: weekly ABM stand-ups with marketing, sales, and us (Martal) on the call have proven effective to adjust target account lists, share insights (like which messaging is resonating in sales conversations), and keep everyone accountable to the same metrics.

Bottom line: Don’t silo ABM under one department. Create a joint task force, define roles (e.g. marketing owns account selection and top-of-funnel air cover, sales/SDRs own direct engagement, both own follow-up), and give that team executive support. Whether the ABM leader sits in marketing or sales matters less than the fact that they have authority to coordinate across both. We often say ABM really stands for “Aligning Both Marketing & sales.”

Nest Steps. Make ABM Work for You

ABM software and a strategic ABM approach can revolutionize how you pursue high-value clients – but remember, technology is a means to an end. 

The true power of ABM lies in focus, personalization, and alignment. As you refine your ABM tech stack and strategy, keep asking: Will this help us engage the right accounts more effectively? If the answer is yes, you’re on the right track.

At Martal, we’re all-in on ABM because we’ve seen the results it delivers when done right. By integrating top-notch tools with our proven cold email, LinkedIn outreach, and appointment-setting services, we help companies create an omnichannel lead generation and ABM engine that fills pipelines with dream clients. The ultimate test of your ABM program is revenue growth – and we love nothing more than turning targeted outreach into closed deals.

Ready to see ABM in action for your business? We invite you to book a free consultation with our team. We’ll share how our outbound SDR experts and outsourced lead generation solutions can plug into your ABM strategy to accelerate results. 

From crafting personalized messaging that resonates with each account, to ensuring no hot inbound lead goes unnoticed, we’ve got you covered. Let’s work together to supercharge your ABM program – connecting the dots between cutting-edge software, outbound savvy, and inbound intelligence to drive the growth you’re after. 🚀

Take the next step and schedule your consultation today – let’s turn your target accounts into long-term customers with a modern ABM approach, powered by Martal’s outreach expertise!

References

1. The CMO
2. Huble Digital
3. Maccelerator
4. Factors.ai
5. ZenABM
6. ABM Answered
7. G2 Learn
8. BRCCI