Jacek Materna’s Post

ABM and Performance Marketing: Today's GTM Most B2B companies are embracing a hybrid go-to-market strategy, balancing both account-level and person-level motions. It’s the only way to succeed in today’s complex buyer journeys. Here’s why: Performance marketing focuses on leads—maximizing paid channel efficiency and driving top-of-funnel activity. ABM teams prioritize accounts—warming up those most likely to convert, often using intent data to identify when an account is “in market.” The best companies seamlessly combine the two, but here’s where things fall apart: Many ABM platforms claim to solve these challenges, but they only focus on the narrow view of ABM funnels. They often leave out critical person-level insights, performance marketing data, and most importantly, don’t unify everything back into a central source of truth. Consider this: ❓ Does your ABM platform track paid ad engagements across accounts? ❓Does your marketing automation platform—or even your team—fully understand the ABM funnel and identify which accounts are in market with a high propensity to react? ❓Does your SDR team have a clear view of buying groups so they can prioritize the right roles in the account to move deals forward? If the answer isn’t “yes,” you’re likely missing key insights, alignment, and deal velocity. Here’s the reality: ✅ Without your CRM as the foundation, you’re left with disconnected funnels and incomplete data. ✅ ABM platforms and marketing automation tools can’t bridge these gaps on their own. ✅ The only common denominator for alignment between accounts, leads, buying groups, and ROI is your CRM—where marketing, sales, and leadership converge on a unified view. When your systems operate in silos, they’re only solving part of the problem. A hybrid GTM strategy only works when it’s centralized within your CRM. So, how are you ensuring your data stays unified and actionable across the funnel? Curious—what role does your CRM play in your GTM alignment? Let’s discuss 👇