Embedding a global ABM culture for market-leading growth at technology firm

“The partnership with Momentum ITSMA has been pivotal in embedding an account-based culture that benefits everyone. Their expertise has driven remarkable improvements in our client engagements.”

ABM Program Leader

A leading global technology firm recognized the need to embed a more client-centric Account-Based Marketing (ABM) culture across its organization. Despite having a well-established ABM program, the company identified areas for improvement in account selection, market insights, and campaign activation. The goal was to advance from a level four to level five on Momentum ITSMA’s ABM Maturity Model, to strengthen client relationships and drive growth.

Our engagement

We partnered with the company to refine and implement a strategic ABM initiative, focusing on:

• Developing a global ABM Center of Excellence to support the development and execution of ABM strategies and programs.
• Creating customizable industry assets and digital capabilities to deliver scalable, personalized ABM programs.
• Establishing a digital dashboard to track metrics and optimize digital strategies, ensuring content is delivered to clients when and where they need it.
• Launching an internal awards program to celebrate ABM excellence and promote best practices across the organization.

Key outcomes

The new ABM strategy has led to significant improvements in relationships, revenue, and reputation. The initiative has supported a substantial growth in key accounts, with notable increases in client satisfaction and engagement. The enhanced ABM approach has empowered marketers to deliver exceptional customer experiences.

• A 15% increase in marketing pipeline.
• Exceeding annual contract value (ACV) by 15%.

Stakeholder feedback has been overwhelmingly positive, with many noting the program’s transformative effect on collaboration and strategic alignment. Clients have also recognized the enhanced experience, setting the company apart from its competitors.