The two biggest challenges facing companies trying to execute account-based marketing (ABM) programs are data quality issues and a lack of budget, according to recent research from Demandbase.
The report was based on data from a survey conducted in March and April 2020 among nearly 900 professionals who work for companies that have ABM programs.
Some 39% of respondents say data quality is among the biggest challenges for executing ABM effectively, and 39% also say a lack of budget is among the biggest challenges.
Other key challenges include a lack of ability to execute, a lack of tools/tech, and a lack of headcount:
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