Research Studies

Our research provides unique insight into buying behaviour and executives from the global 2,000 and helps marketing leaders to shape their strategies.

Our team has spent three decades delving into topics that matter most to growth leaders, including pioneering Account-Based Marketing research, our unique buyer surveys, and more. We’ve codified this success into proven, industry-standard methodologies, frameworks, and tools that help clients and members grow their most valuable customers, faster.

Momentum ITSMA research studies include:

  • CBX, our bi-annual research study into the global 2,000
  • MPX, our annual study into marketing trends across B2B
  • ABX, our annual ABM benchmarking study
  • Plus, market driven studies on key topics

Customer Buying Index (CBX)

Buyer research from the Global 2,000 and c-suite decision makers codifies Momentum ITSMA’s knowledge of what works and what doesn’t across buying cycles for $3m+ purchases


Annual study with B2B marketing leaders built on two decades of state of the profession data provides a critical look at marketing trends and allows growth leaders to get ahead of marketing opportunities


The only study of its kind and now in its 6th year, conducted in partnership with the ABM Leadership Alliance, it assesses ABM program adoption and benchmarks performance from 300+ marketing leaders

Our tools and frameworks to drive impact

Marketing Transformation

  • Marketing Maturity Model
  • Marketing Transformation Model
  • Services Marketing Assessment
  • GAP Diagnostic

Go to Market Strategy

  • Thought Leadership Assessment
  • Sales Enablement Assessment
  • Solution Maturity Model

Account-based marketing

  • ABM Frameworks
  • ABM Program Assessment & Competency Assessment
  • ABM Maturity Model
  • Executive Engagement Framework
  • Sales Enablement Framework

Gain Access

Fast moving marketing teams gain access to our research studies and frameworks to drive productivity and effectiveness.