Challenges Facing Demand And ABM Leaders And Their Teams
Demand and ABM leaders must modernize how they create and capture demand in a fragmented, fast-moving buyer environment.
- Pipeline-focused models fail to influence early-stage buyer decisions.
- Misalignment across marketing, sales, and ABM limits effectiveness.
- Buying group–centric marketing remains difficult to operationalize.
- Data abundance fails to translate into targeting and measurement precision.
- AI expectations grow faster than operational readiness.
To succeed, leaders must evolve from campaign-driven execution to connected, audience-centric programs that influence the entire buying journey.
The Data Behind Today’s Demand and ABM Challenges
of ABM practitioners cite insufficient budget — up 50% since 2022.
say lack of headcount is now their top operational constraint.
of marketing leaders believe their team structure can meet revenue goals.
Drive Growth With Proven Marketing Approaches
Demand and ABM leaders must balance short-term pipeline goals with long-term buyer engagement. Forrester models and frameworks provide structured approaches to connect brand and demand, align cross-functional execution, and operationalize buying group–centric strategies. They help you improve targeting precision, program effectiveness, and measurable revenue impact.
Accelerate Pipeline With Unified Programs
The Forrester demand and ABM momentum accelerators help leaders connect demand generation and ABM into a single, cohesive growth engine. The model emphasizes engaging buying groups, responding to buyer signals, and improving the path to purchase so organizations can create stronger buying experiences while accelerating pipeline momentum and growth.
Anchor Demand Strategies In Customer Value
The Forrester Opportunity Lifecycle provides a shared structure for demand, revenue, and customer success to align their processes with those of buyers and customers. By transforming their revenue processes, organizations amplify buyer and customer value and drive long-term revenue growth.
Questions We Answer
Demand And ABM Leader Questions Forrester Helps Answer
Forrester helps demand and ABM leaders connect long-term brand investment with near-term revenue objectives. Our research and frameworks show how to create buyer preference before prospects enter active buying cycles while still driving measurable pipeline performance. This enables more efficient marketing investments, stronger customer engagement, and sustainable growth over time.
Forrester helps leaders move beyond lead- and contact-based approaches to strategies centered on buying groups and accounts. Our research provides guidance on identifying key stakeholders, improving orchestration across channels, and aligning data, measurement, and engagement strategies. This helps organizations better reflect real-world buying behavior and improve marketing effectiveness.
Forrester provides frameworks and best practices that connect planning, goals, and execution across marketing, sales, and account teams. Leaders learn how to establish shared priorities, coordinate engagement strategies, and measure success across the customer lifecycle. The result is a more unified revenue engine that improves buyer experiences and business outcomes.
Align Marketing And Sales Teams On Customer Value
Want to maximize revenue by prioritizing customer value? Discover how the Forrester Opportunity Lifecycle keeps teams engaged with customers at every stage of their journey.
Forrester Decisions for Demand & ABM
Forrester Decisions for Demand & ABM delivers research, tools, and expert guidance to help you modernize your marketing approach. It enables you to align programs with buyer behavior, improve targeting and measurement, and drive more efficient, scalable growth.
What’s Included In This Service
Forrester Decisions services are uniquely built to give you strategic insights for your role as a business leader in your organization and help you deliver on your functional role as a division or department leader. Here’s what’s inside:
Insights
Shape strategy, guide transformational change, and stay ahead of the curve with leading research and insights.
- Customer obsession research
- Customer insights
- Trends and predictions
- Market forecasts
- Industry highlights
- Planning guides
- Technology and service provider landscapes
- Forrester Wave™ evaluations
Tools
Empower your team to conquer your priorities with proven strategic models and plug-and-play templates.
- KPIs and peer benchmarks
- Assessments
- Strategic models and frameworks
- Execution tools and templates
- Forrester Wave™ evaluations for your function
- Certification courses
Guidance
Accelerate progress and de-risk decisions with expert advice and hands-on support tailored to you and your team.
- Guidance sessions
- Peer discussions
- Event attendance
- Client webinars
- Dedicated relationship management
Forrester AI Where You Work
Powered by generative AI, Forrester AI helps clients make progress on their top initiatives faster, with trusted answers from Forrester research. Get AI-powered insights and advice from Forrester directly in the tools you use every day.
Support For Demand And ABM Leaders And Their Teams
Forrester provides ongoing support to help demand and ABM leaders and their teams execute with confidence. From program design to performance optimization, you gain access to research, tools, and expert guidance to drive consistent results across your organization.
Executive
Leverage support from a trusted partner and former executive who understands your challenges and supports your strategic agenda every step of the way. Availability may vary by geographic region.
Leader
Procure deep expertise across your functional discipline through expert-led guidance sessions that help you apply unique research, tools, and data to your specific needs.
Team
Develop a common language and toolset to strengthen your team’s expertise and skills with access to relevant certification courses and insights.
AI Access
Equip everyone in your organization to get trusted advice fast through AI in a flexible self-service model.
Key Benefits For Demand And ABM Leaders
Demand and ABM leaders who partner with Forrester are better equipped to deliver modern, buyer-centric marketing programs.
- Connect demand generation and ABM into a unified growth strategy.
- Improve pipeline quality and conversion through better targeting.
- Align marketing, sales, and account teams around shared outcomes.
- Build scalable, always-on programs across the buyer lifecycle.
- Strengthen measurement and attribution at the account level.
- Apply AI and data effectively to enhance performance and efficiency.
Starting Your Forrester Journey
From day one, your Forrester partnership is focused on helping you move faster on your most important initiatives. Together, we’ll turn your priorities into a clear, actionable plan for achieving your goals.
- Align on priorities and outcomes
Start with a structured kickoff to clarify your top initiatives and define success. - Activate insights and expertise
Work with a Forrester research leader to translate your top initiatives into an action plan. - Drive progress and prove value
Stay on track with ongoing guidance and support that advance initiatives and show impact over time.
What Our Clients Are Saying
Palo Alto Networks Boosts Win Rates 17% By Ditching MQLs For Buying Groups
Tired of low-converting MQLs, Palo Alto Networks revamped its lead strategy with buying groups — and saw deals grow bigger and close faster. With Forrester’s guidance, the shift delivered an impressive 17% boost in win rates.
Sopra Steria Stakes Its Claim As A Digital Banking Thought Leader
Learn how partnering with Forrester has helped the digital transformation consultancy bolster its brand, drive demand, and improve retention in the financial services space.
Hone Account-Based Targeting With Proven Frameworks
Learn how Forrester’s account-based marketing frameworks and analyst guidance are helping Hexagon achieve growth.
How Anteriad Quantifies Marketing Success
It’s not easy to demonstrate the value that marketing delivers to the company. Learn how Anteriad is quantifying marketing performance more effectively than ever before with help from Forrester.
Upcoming Events For Demand and ABM Leaders
Complimentary Webinars
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups
Everyone Is Talking About Leaving MQLs, But Is Anyone Actually Doing It?
Explore Related Marketing Roles
Demand and ABM leaders work closely with other marketing, revenue, and product leaders to bring new offerings to market, deliver customer value, and drive growth. Forrester helps these teams align strategies, priorities, and execution across the product lifecycle.
B2B Marketing Executives
For leaders responsible for driving market awareness, demand, and growth, our research and guidance supports go-to-market strategy, audience engagement, revenue alignment, and marketing effectiveness.
Revenue Operations & Enablement
For leaders responsible for connecting marketing, sales, and customer teams, explore research and guidance supporting revenue alignment, process optimization, and improved execution across the customer lifecycle.
Portfolio Marketing And Product Leaders
For leaders responsible for defining and delivering offerings that win in the market, our research and guidance support portfolio strategy, product innovation, and stronger alignment with customer needs and business goals.
Frequently Asked Questions
How do we move beyond traditional lead-based demand models?
Forrester helps demand and ABM leaders transition from lead-centric marketing to buying group–centric strategies that align with how B2B purchase decisions are actually made. Our research provides guidance on identifying buying group members, engaging stakeholders throughout the journey, and measuring impact at the account level to improve marketing effectiveness and revenue outcomes.
How can we improve data utilization in targeting and campaigns?
Forrester helps leaders turn data into action by integrating customer, account, and intent signals to improve targeting and engagement. Our research outlines best practices for activating data across channels, strengthening audience segmentation, and improving measurement. This enables teams to deliver more relevant experiences while increasing marketing efficiency and campaign performance.
How should we approach AI in demand and ABM?
Forrester helps leaders identify practical uses for AI that improve marketing performance without adding unnecessary complexity. Our guidance focuses on aligning AI initiatives with business objectives, strengthening data and process foundations, and prioritizing use cases that support targeting, personalization, content, and measurement. This helps organizations achieve measurable results while reducing risk.
How do we scale ABM without increasing complexity or cost?
Forrester provides frameworks that help organizations expand ABM programs in a structured and sustainable way. Our research outlines how to balance personalization with operational efficiency, prioritize the right accounts, and align resources across teams. This enables leaders to extend ABM impact while maintaining consistency, controlling costs, and improving program performance.
How do we prove the ROI of demand and ABM programs?
Forrester helps leaders establish measurement approaches that connect marketing investments to business outcomes. Our research emphasizes account- and buying group–level metrics that provide a clearer view of influence, engagement, pipeline contribution, and revenue impact. This enables organizations to demonstrate value more effectively and make better decisions about future marketing investments.
Meet A Few Of Our Demand and ABM Analysts
Insights
Get Ready For The GTM Singularity At Forrester’s B2B Forum EMEA
Call For Entries: Forrester’s B2B Forum EMEA 2026 Awards
Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Building Preference Is The Key To Winning B2B Buyers
How can we help?
Fill out the form, and we will contact you.
Thanks, we will be in touch soon.
Ready to learn more now? Give us a call:
Americas: +1 615.395.3401
EMEA: +44 (0) 2073 237741
Asia Pacific: +65 6426 7060