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2019 Account Based Benchmark Report | TOPO

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5 January 23, 2019 2019 Account Based Benchmark Report A research report focused on the strategies and tactics of successful account based organizations. © 2019 TOPO. All rights reserved. Unauthorized copying or distribution is a violation of copyright law. For questions, email analyst@topohq.com INTRODUCTION AND TAKEAWAYS In recent years, creating an account based go-to-market (GTM) approach—a coordinated, cross- organizational effort for driving engagement and sales progress in a set of target accounts—has emerged as one of the top initiatives for growth-oriented companies. However, the metrics, tactics, and resources employed in a traditional go-to-market approach fail to translate directly into account based. Therefore, organizations must identify the best tactics, necessary budgets, and resources for adopting an account based strategy, and align internal expectations around the expected outcomes. To address this requirement, TOPO surveyed more than 150 practitioners at leading account based organizations and compiled the strategies and metrics that support them into the Account Based Benchmark Report 2019. This report provides insights organizations need in order to adopt or evolve their account based strategy in 2019 and beyond. Key takeaways • Account based strategies deliver business outcomes, not vanity metrics. Account based is not a campaign or technology purchase. It is a strategic go-to-market decision delivering key board-level metrics. Respondents indicate that account based improves customer lifetime value (80%), improves win rates (86%), and delivers higher ROI (76%) than a traditional go-to-market approach. • For every five accounts targeted, account based organizations create a new sales opportunity. Compared to a traditional volume-based approach, an account based strategy is extremely efficient at creating sales pipeline. This efficiency lets account based organizations focus on the most valuable portions of their addressable market and deliver critical business metrics at scale. • Account based budgets are rapidly expanding, with companies increasing spend by 41% in 2019. Due to early successes, organizations are doubling down on 2019 account based investments. Budgets are focused on expanding current programs and extending account based into new segments. • Technology investments will increase to support scaling account based efforts. Today's programs often rely on manual or technology-enabled processes with limited scalability. As organizations move from pilots to repeatable, scalable programs, technology investments in account based platforms, data sources, and account insights are required to achieve expanding expectations. • An account based strategy requires dedicated leadership from program inception. More than two-thirds (69%) of top-performing account based organizations now have a dedicated account based leader. The market has caught on—70% of those who started their account based initiatives in the last six months have dedicated leaders. In contrast, only 58% of companies that missed their account based objectives have dedicated leadership.

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