ABX - Assessment - 2X - B2B Marketing as a Service

Overview

Scoring Methodology

Part one of this assessment is meant to evaluate your organization’s ABX maturity level across eight key dimensions.

Each question is scored on a scale from 1 to 4, with the following scoring criteria including Basic, Developing, Intermediate, and Advanced.
The sum of scores for all questions within a dimension is now your Total Dimension Score.
Your Total Dimension Score is divided by the number of questions in that dimension to get your Average Dimension Score.

Key Dimensions:

Strategy and Business Alignment
Marketing and Sales Alignment
Targeting and Data Utilization
Personalization and Content Relevance
Technology Stack and Orchestration
Campaign Execution and Optimization
Measurement and Reporting
Budget Allocation Efficiency

01 Dimension

Strategy and Business Alignment

Objective: Assess how well ABX strategies align with overall business objectives and strategic priorities.

0%

1. How well are your ABX strategies aligned with your company's overall business objectives?

Not aligned at all

Somewhat aligned, but not consistently

Aligned with clear connections to growth and revenue targets

Fully aligned and informing strategic decisions at the executive level

2. To what extent is senior leadership involved in the development of your ABX strategy?

Not involved at all

Occasionally involved

Regularly involved with clear support

Actively involved and champions ABX strategies

01 Dimension

Strategy and Business Alignment

Objective: Assess how well ABX strategies align with overall business objectives and strategic priorities.

0%

3. Do you have a formal process for aligning ABX strategies with emerging market trends and competitive dynamics?

No formal process

Ad-hoc alignment with some awareness of market trends

Formal process with periodic reviews and adjustments

Continuous alignment with real-time market insights and adjustments

4. How often are ABX strategies revisited and adjusted based on business performance and objectives?

Rarely or never

Occasionally, when necessary

Regularly, as part of annual or quarterly reviews

Continuously, with a dedicated team monitoring and adjusting strategies

02 Dimension

Marketing and Sales Alignment

Objective: Evaluate the collaboration and alignment between marketing and sales teams in executing ABX strategies.

0%

1. How well do your marketing and sales teams collaborate on account selection and prioritization for ABX?

No collaboration

Limited collaboration with occasional discussions

Regular collaboration with joint planning sessions

Seamless collaboration with shared frameworks and full alignment

2. Are there shared KPIs and goals between marketing and sales to measure the success of ABX initiatives?

No shared KPIs or goals

Some shared KPIs, inconsistently tracked

Defined and regularly measured shared KPIs

Deeply integrated shared KPIs driving performance and accountability

02 Dimension

Marketing and Sales Alignment

Objective: Evaluate the collaboration and alignment between marketing and sales teams in executing ABX strategies.

0%

3. How effective are the processes for lead handoffs, follow-ups, and feedback loops between marketing and sales teams?

No defined processes

Basic processes exist but are not optimized

Well-documented processes with regular feedback loops

Fully optimized, automated processes with continuous feedback and improvements

4. To what extent are cross-functional teams (e.g., marketing, sales, customer success) involved in ABX planning and execution?

Rarely or never

Occasionally, when necessary

Regularly, as part of annual or quarterly reviews

Continuously, with a dedicated team monitoring and adjusting strategies

03 Dimension

Targeting and Data Utilization

Objective: Assess the effectiveness of targeting strategies and data utilization in ABX efforts.

0%

1. How dynamic is your targeting strategy for ABX campaigns? Do you use real-time data and insights to refine and prioritize target accounts?

No formal targeting strategy; broad and unfocused

Basic targeting with initial segmentation tools

Refined targeting using clear criteria

Highly dynamic targeting with continuous data-driven refinement

2. How integrated is your data across ABX platforms to support precise targeting?

Data is siloed and not integrated

Limited integration with partial improvements

Well-integrated data supporting targeted strategies

Fully integrated data ecosystem driving dynamic and precise targeting

03 Dimension

Targeting and Data Utilization

Objective: Assess the effectiveness of targeting strategies and data utilization in ABX efforts.

0%

3. Do you leverage intent data or predictive analytics to identify and prioritize high-value accounts?

No use of intent data or predictive analytics

Limited use with basic intent signals

Regular use of intent data to guide targeting decisions

Comprehensive use of predictive analytics for precise targeting and prioritization

4. How frequently do you update your Ideal Customer Profile (ICP) and account targeting criteria based on new data and insights?

Rarely or never

Occasionally, based on anecdotal feedback

Regularly, based on periodic data reviews

Continuously, with data-driven refinement and agile adjustments

04 Dimension

Personalization and Content Relevance

Objective: Evaluate the level of content personalization and relevance in ABX efforts.

0%

1. To what extent do you personalize content across different channels for ABX?

Generic content with no personalization

Limited personalization on a few channels

Consistent personalization across multiple channels

Highly personalized, dynamic content that adapts based on real-time data

2. Are you using advanced techniques like AI-driven personalization or interactive content to enhance engagement?

No use of advanced techniques

Some basic personalization, but not at scale

Regular use for key accounts

Comprehensive use across all high-priority, strong fit accounts

04 Dimension

Personalization and Content Relevance

Objective: Evaluate the level of content personalization and relevance in ABX efforts.

0%

3. How well are your engagement strategies tailored to different personas and buying stages?

One-size-fits-all approach

Basic segmentation by persona

Refined segmentation with targeted content for different buying stages

Highly personalized content strategies that adapt dynamically to buyer behavior

4. How often do you audit and refresh content to ensure relevance and effectiveness for target accounts?

Rarely or never

Occasionally, with no formal process

Regularly, as part of a structured content strategy

Continuously, using performance data and insights to drive updates

05 Dimension

Technology Stack and Orchestration

Objective: Assess the maturity of the technology stack and orchestration for ABX campaigns.

0%

1. How well does your tech stack integrate CRM, CDP, marketing automation, and account intelligence & ABM orchestration platforms?

No integration; systems operate in silos

Basic integration with limited data flow

Well-integrated tech stack with real-time data sharing

Fully orchestrated tech stack with seamless, automated workflows

2. Are you leveraging AI and machine learning for campaign orchestration and optimization?

No use of AI or advanced analytics

Basic use for some segments; limited functionality

AI-driven orchestration in several key areas

Advanced AI-driven orchestration, fully optimizing account engagement

05 Dimension

Technology Stack and Orchestration

Objective: Assess the maturity of the technology stack and orchestration for ABX campaigns.

0%

3. How effectively does your technology stack support multi-channel engagement and coordination across teams?

No support for multi-channel engagement

Limited support with basic channel integration

Strong support for key channels with good coordination

Full support for seamless multi-channel engagement and cross-team coordination

4. How frequently do you evaluate and update your technology stack to align with evolving ABX needs?

Rarely or never

Occasionally, based on urgent needs

Regularly, as part of an annual review

Continuously, with a dedicated team monitoring and optimizing technology investments

06 Dimension

Campaign Execution and Optimization

Objective: Evaluate the effectiveness of ABX campaign execution and optimization processes.

0%

1. How proactive is your approach to campaign activation for ABX? Are your efforts planned or mostly reactive?

Activation is reactive and not prioritized

Some prioritization, but often reactive

Activation is planned and prioritized based on account needs

Fully proactive and prioritized activation with seamless integration across teams

2. How often do you review and optimize your ABX campaigns based on performance data?

No regular reviews or optimization

Occasional reviews with limited adjustments

Regular reviews with data-driven adjustments

Continuous optimization with dynamic adjustments based on real-time data

06 Dimension

Campaign Execution and Optimization

Objective: Evaluate the effectiveness of ABX campaign execution and optimization processes.

0%

3. Are there established processes for testing and iterating on campaign elements (e.g., messaging, creative, channels)?

No established processes

Basic processes for A/B testing

Regular testing with iterative improvements

Comprehensive processes for testing and continuous iteration

4. How aligned are your ABX campaigns with sales enablement and customer success efforts?

Not aligned at all

Limited alignment; ad-hoc coordination

Well-aligned with coordinated planning

Fully aligned with integrated execution across teams

07 Dimension

Measurement and Reporting

Objective: Assess the effectiveness of measurement and reporting processes for ABX initiatives.

0%

1. Do you use a single integrated scorecard that aligns all teams (marketing, sales, customer success) and informs ongoing ABX adjustments?

Separate, inconsistent measurement systems

Some integration of data sources

Integrated scorecard with key metrics across teams

One fully integrated scorecard with comprehensive data insights

2. How frequently do you measure and report on the effectiveness of ABX initiatives across different teams?

Rarely or never

Occasionally, in specific meetings

Regularly, as part of cross-team reviews

Continuously, with automated reporting and dashboards

07 Dimension

Measurement and Reporting

Objective: Assess the effectiveness of measurement and reporting processes for ABX initiatives.

0%

3. Do you have a process in place to analyze both leading and lagging indicators to evaluate ABX performance?

No process in place

Basic analysis with a focus on lagging indicators

Regular analysis of both types of indicators

Comprehensive analysis, with advanced forecasting and trend analysis

4. How well does your reporting process facilitate actionable insights and data-driven decision-making?

Limited insights with static reporting

Some actionable insights, but not consistently

Regularly provides actionable insights for optimization

Highly actionable insights with real-time data integration for decision-making

08 Dimension

Budget Allocation Efficiency

Objective: Evaluate the efficiency, flexibility, and strategic alignment of budget allocation for ABX initiatives.

0%

1. How flexible is your budget in responding to external factors such as market changes, economic conditions, and new opportunities?

No flexibility; budget is set annually and difficult to adjust

Minimal flexibility; some ability to reallocate funds but limited by internal constraints

Moderate flexibility; able to adjust budgets quarterly or based on major changes

Highly flexible; dynamic budget adjustments based on performance, market conditions, and strategic opportunities

2. What percentage of your ABX budget is allocated across the three key areas: personnel, technology, and program spend?

Unbalanced allocation, with over 50% in one area (e.g., personnel-heavy, technology-heavy)

Somewhat balanced, but significant gaps exist (e.g., 50% personnel, 30% technology, 20% programs)

Balanced allocation aligned with ABX goals (e.g., 30% personnel, 25% technology, 55% programs)

Optimized allocation with a strategic focus on maximizing impact (e.g., 25% personnel, 25% technology, 50% programs)

08 Dimension

Budget Allocation Efficiency

Objective: Evaluate the efficiency, flexibility, and strategic alignment of budget allocation for ABX initiatives.

0%

3. How well is your budget structured to sustain "always-on" digital programs, enabling continuous engagement with buyers throughout their purchasing cycle?

No structured budget for continuous programs; digital spend is ad-hoc and project-based

Limited budget for "always-on" programs; frequent start-stop cycles disrupt momentum

Sufficient budget to maintain key "always-on" programs, but additional flexibility is needed

Fully funded, continuous "always-on" digital programs that adapt to buyer behavior and market needs

4. Do you regularly evaluate and adjust budget allocations to ensure alignment with evolving ABX strategies and growth objectives?

Rarely or never; budget allocations are set and revisited only if necessary

Occasionally, based on specific needs or crises

Regularly, as part of quarterly or bi-annual strategic reviews

Continuously, with agile adjustments based on performance data, market trends, and strategic priorities

Calculating...

Evaluating Your Overall ABX Maturity Score

Part two of this assessment calculates the results of your overall ABX maturity.

Your total Average Dimension Score (right) is added across all eight dimensions.
We take the sum of that score and divide it by eight.
That final number becomes your Overall Maturity Score.

0%

Each dimension score:

Strategy and Business Alignment

1.5

basic

Marketing and Sales Alignment

1.5

basic

Targeting and Data Utilization

1.5

basic

Personalization and Content Relevance

1.5

basic

Technology Stack and Orchestration

1.5

basic

Campaign Execution and Optimization

1.5

basic

Measurement and Reporting

1.5

basic

Budget Allocation Efficiency

1.5

basic

Summary

Reviewing Your ABX Maturity Results

Based on your previous answers, this is a basic overview of your organization's current ABX maturity.

This is followed with some actionable recommendations to drive improvements at your current stage—so you can strategically advance your ABX capabilities to the next level of maturity.

ABX Maturity Assessment Report

ABX Maturity
Assessment Report

Overall Score:

2.25

Overall Maturity Level:

basic

Score Improvement Projection:

Developing to Intermediate

What to Focus On:

Focus on establishing foundational ABX strategies aligned with business objectives.
Develop cross-functional collaboration processes between marketing, sales, and customer success.
Invest in core technologies to support ABX efforts.

Strengthen integration between teams with shared KPIs and goals.
Begin leveraging data-driven insights and intent data for targeting and personalization.
Optimize campaign execution and alignment with sales and customer success teams.

Implement advanced ABX techniques like AI-driven personalization and predictive analytics.
Continuously optimize processes with automated workflows and agile adjustments.
Increase investment in “always-on” digital programs and dynamic budget allocation.

Focus on maintaining a leadership position through innovation and continuous optimization.
Use advanced AI and machine learning to drive real-time orchestration and engagement.
Foster a culture of continuous improvement and agile decision-making at all levels.

Conclusion

Your organization is at the Basic maturity level for ABX capabilities. This indicates that most areas of your ABX strategy are in the early stages of development. Your organization may lack formalized strategies, processes, and technology integration, and there is minimal alignment across teams.

Your organization is at the Developing maturity level for ABX capabilities. You have some ABX processes and frameworks in place but lack consistency and integration across teams. While you are starting to leverage data-driven strategies, there is room for improvement in personalization, technology integration, and optimization.

Your organization is at the Intermediate maturity level for ABX capabilities. You have established frameworks and regular processes for ABX strategies, but there is still room for optimization. Particularly, there are opportunities to further advance your technology stack, dynamic budget allocation, and continuous improvement initiatives.

Congratulations! Your organization is at the Advanced maturity level for ABX capabilities. You have fully integrated, data-driven, and dynamically optimized ABX strategies that leverage advanced technology, AI, and real-time data for continuous improvement. Your organization is well-positioned as a leader in ABX maturity.

ABX Maturity Assessment Model

ABX Maturity
Assessment Model