{"id":1792,"date":"2025-09-07T13:05:49","date_gmt":"2025-09-07T17:05:49","guid":{"rendered":"https:\/\/abxstack.com\/?p=1792"},"modified":"2026-02-06T22:59:28","modified_gmt":"2026-02-07T03:59:28","slug":"are-you-still-applying-a-one-for-all-gtm","status":"publish","type":"post","link":"https:\/\/abxstack.com\/fr\/are-you-still-applying-a-one-for-all-gtm\/","title":{"rendered":"Appliquez-vous toujours un GTM unique pour tous ?"},"content":{"rendered":"\n<p>Most B2B teams run one GTM (go-to-market) motion everywhere and hope it works. That\u2019s how you end up \u201cdoing ABM\u201d with a lead-gen mindset, or calling lead-gen \u201cdemand gen\u201d because it sounds better on a slide. The fix isn\u2019t another acronym. It\u2019s choosing the right motion for the buying process in front of you\u2014and being honest about your capacity.<\/p>\n\n\n\n<p>On a recent episode of the ForgeX Files, host&nbsp;<strong>Davis Potter<\/strong>&nbsp;interviewed&nbsp;<a href=\"https:\/\/taniasaez.pro\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Tania Saez<\/strong><\/a>, B2B Growth Advisor for ABM, Demand Generation and RevOps,&nbsp;about this exact problem: organizations trying to force one GTM across very different markets and deal shapes. Their conversation is a useful gut check for any team mixing lead gen, demand gen, Growth ABM, and Enterprise ABM (1:few, 1:1). The short version: stop casting nets for whales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Two universes, two motions<\/h2>\n\n\n\n<p>Tania draws a clean line most teams blur:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Short, simple buying processes<\/strong>&nbsp;(few stakeholders, transactional, faster velocity) \u2192 &nbsp;<strong>lead gen<\/strong>,&nbsp;<strong>inbound<\/strong>, or&nbsp;<strong>outbound<\/strong>&nbsp;GTM can work.<\/li>\n\n\n\n<li><strong>Long, complex buying processes<\/strong>&nbsp;(many stakeholders, high ACV, consensus) \u2192 you need&nbsp;<strong>ABM<\/strong>&nbsp;and&nbsp;<strong>demand creation<\/strong> GTM, not just lead capture.<\/li>\n<\/ul>\n\n\n\n<p>That\u2019s it. If you\u2019re selling bluefin tuna, don\u2019t bring a net.<\/p>\n\n\n\n<p>This maps to how I structure account-based work with clients: first understand the&nbsp;<em>buying process reality<\/em>, then select the motion. Don\u2019t start with the tool. Start with the deal shape, your team\u2019s capacity, and the outcomes you actually need this quarter.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Growth ABM vs. Enterprise ABM<\/h2>\n\n\n\n<p>Davis adds a practical split that I\u2019ve found essential in GTM execution:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Growth ABM (1:many)<\/strong>: hundreds or thousands of accounts,&nbsp;<strong>tiered<\/strong>&nbsp;by priority and capacity. Tier 1 gets the most personalization and tactic eligibility; Tier 2 gets less; Tier 3 is scaled. It\u2019s still account-based, but it\u2019s designed for coverage and throughput.<\/li>\n\n\n\n<li><strong>Enterprise ABM (1:few, 1:1)<\/strong>: deep plays for a handful of accounts over 9\u201318 months. High craft, high cost, high coordination. This is where \u201cABM as spearfishing\u201d fits.<\/li>\n<\/ul>\n\n\n\n<p>Crucially, these motions should&nbsp;<strong>feed each other<\/strong>. Growth ABM surfaces the patterns, signals, and Tier 1 accounts worth graduating into 1:few or 1:1. Enterprise ABM validates messaging and buying-committee learning you can push back down into Growth ABM at scale. One doesn\u2019t replace the other.<\/p>\n\n\n\n<p>In my work, this is where teams unlock compounding returns: Growth ABM gives predictable surface area; Enterprise ABM delivers outsized wins; the learning loops between them improve both.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Demand gen vs. lead gen<\/h2>\n\n\n\n<p>The slippage between&nbsp;<strong>demand gen<\/strong>&nbsp;and&nbsp;<strong>lead gen<\/strong> happens when teams relabel lead capture as \u201cdemand gen.\u201d Demand gen means you\u2019re&nbsp;<strong>creating<\/strong>&nbsp;demand in your category and&nbsp;<strong>capturing<\/strong>&nbsp;it. Lead gen is primarily capture.<\/p>\n\n\n\n<p>If your \u201cdemand gen\u201d motion is just gated ebooks and retargeting form fills, call it what it is. There\u2019s nothing wrong with lead capture\u2014just don\u2019t expect it to move complex deals through six stakeholders.<\/p>\n\n\n\n<p>If you\u2019re selling into a long, complex process, demand creation plus ABM is the only honest route. If you\u2019re in a shorter, simpler process, lead-gen can still be efficient. Choose, but don\u2019t mush them together.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">How to choose a GTM<\/h2>\n\n\n\n<p>The best part of the episode is Tania\u2019s&nbsp;<strong>selection exercise<\/strong>&nbsp;with a complex client: many segments and sub-segments, different ACVs, and mixed sales cycles. She used five variables to approach this:<\/p>\n\n\n\n<ul class=\"nv-cv-m wp-block-list\">\n<li><strong>Industry-specific indicators<\/strong>&nbsp;(ad spend, website traffic).<\/li>\n\n\n\n<li><strong>Pipeline velocity<\/strong>&nbsp;(how fast deals move).<\/li>\n\n\n\n<li><strong>Margin \/ ACV<\/strong>&nbsp;(is it worth the effort?).<\/li>\n\n\n\n<li><strong>Difficulty<\/strong>&nbsp;(stakeholders, complexity, competitive pressure).<\/li>\n<\/ul>\n\n\n\n<p>Result: enterprise segments (brands, retailers) clearly belonged in&nbsp;<strong>ABM<\/strong>; \u201cgrowth\u201d segments behaved more like&nbsp;<strong>1:many<\/strong>. Even within ABM, retailers had faster pipeline velocity\u2014so they were&nbsp;<strong>prioritized<\/strong>&nbsp;for earlier impact.<\/p>\n\n\n\n<p>This mirrors how I build the&nbsp;<strong>account mix<\/strong>: use concrete variables (plus buying signals) to decide motion and priority by segment. Then map that to capacity. No net-new wish lists, no \u201ceverything is Tier 1,\u201d no pretending 1:1 ABM to work with one marketer and a dream.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Prioritize by quarter<\/h2>\n\n\n\n<p>Another underrated point highlighted in the conversation:&nbsp;<strong>sequence your plays by quarter <\/strong>by building a&nbsp;<strong>visual map<\/strong>&nbsp;of all segments, their best-fit GTM (lead gen, demand gen, Growth ABM, Enterprise ABM), and then pick&nbsp;<strong>P1\/P2<\/strong>&nbsp;for&nbsp;<em>this year<\/em>\u2014with the rest staged for&nbsp;<em>next<\/em>.<\/p>\n\n\n\n<p>Discipline is everything. Most teams fail not because the idea is bad, but because they try to run&nbsp;<strong>all<\/strong>&nbsp;motions everywhere, then drown in half-built campaigns and context switching. Pick fewer plays. Finish them. Learn. Then expand.<\/p>\n\n\n\n<p><a href=\"https:\/\/abxstack.com\/abm-insights-discovery\/\">At ABX Stack, we make the same call early<\/a>: what will we finish <em>this quarter<\/em>? What can we credibly run&nbsp;<em>next quarter <\/em>once we have the learnings?<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Start with GTM pilots that prove something<\/h2>\n\n\n\n<p>Davis notes a pattern I\u2019m seeing too:&nbsp;<strong>Enterprise ABM pilots<\/strong>&nbsp;often act as a&nbsp;<strong>Trojan horse<\/strong>&nbsp;for the broader shift. Why? Because a real 1:few or (carefully) 1:1 play forces account-based attribution, deep sales alignment, and actual buying-journey design. It exposes how thin \u201cgeneric sequences\u201d really are in enterprise sales.<\/p>\n\n\n\n<p>The warning: true 1:1 is&nbsp;<strong>risky<\/strong>&nbsp;as a pilot\u2014per practitioner you might cover only&nbsp;<strong>3\u20135 accounts<\/strong>. One-to-few gives you more at-bats without losing depth. I agree. If you\u2019re proving out ABM, run&nbsp;<strong>1:few around cross-sell\/upsell <\/strong>where odds are higher, win visibly, then graduate that motion outward.<\/p>\n\n\n\n<p>From there, the natural question becomes: how do we&nbsp;<strong>scale<\/strong>&nbsp;the account-based approach? That\u2019s where&nbsp;<strong>Growth ABM <\/strong>comes in\u2014structured tiers, shared metrics, and consistent orchestration across hundreds or thousands of accounts. Enterprise ABM then&nbsp;<strong>feeds off<\/strong>&nbsp;Growth ABM\u2019s Tier 1\/Tier 2 list instead of chasing random whales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Where signals fit<\/h2>\n\n\n\n<p>None of this works if your targeting is vibes. The selection variables above tell you&nbsp;<em>which motion<\/em>&nbsp;fits a segment.&nbsp;<strong>Signals<\/strong>&nbsp;tell you&nbsp;<em>which accounts<\/em>&nbsp;belong in Tier 1 versus Tier 3\u2014and&nbsp;<em>when<\/em>&nbsp;to act.<\/p>\n\n\n\n<ul class=\"nv-cv-m wp-block-list\">\n<li>In&nbsp;<strong>Growth ABM<\/strong>, signals help you choose and tier at scale (hiring trends, tech adoption, funding, leadership changes, and product-usage clues where you have them).<\/li>\n\n\n\n<li>In&nbsp;<strong>Enterprise ABM<\/strong>, signals help you&nbsp;<strong>sequence<\/strong>&nbsp;touches across the buying committee and time your escalation.<\/li>\n<\/ul>\n\n\n\n<p>This is where I tie the episode back to our ongoing theme: <strong>ABM without signal discipline devolves into rebranded demand gen<\/strong>. ABM with signal discipline becomes a focused growth engine. Same tools, different outcome.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Be honest about capacity<\/h2>\n\n\n\n<p>The tiering just described is only useful if it matches&nbsp;<strong>capacity<\/strong>. If sales can only work 20\u201340 accounts well, no Growth ABM spreadsheet with 4,000 \u201ctargets\u201d will save you. If marketing can\u2019t sustain 1:1 personalization, don\u2019t pretend otherwise. You\u2019ll ship half-baked plays and burn trust.<\/p>\n\n\n\n<p>My rule is:&nbsp;<strong>let capacity set the ceiling<\/strong>, not ambition. Then instrument SLAs so accounts don\u2019t rot in queues.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">A simple way to put this into motion<\/h2>\n\n\n\n<p>If you need a starting path that won\u2019t collapse under its own weight:<\/p>\n\n\n\n<p><strong>Instrument alignment<\/strong>: shared definitions, shared metrics, account-based reporting. If Sales and Marketing aren\u2019t reading the same page, fix that before scaling.<\/p>\n\n\n\n<p><strong>Segment by reality<\/strong>: use velocity, margin\/ACV, and difficulty (plus 1\u20132 industry signals) to assign motions per segment.<\/p>\n\n\n\n<p><strong>Map to capacity<\/strong>: tier accounts inside Growth ABM; cap Enterprise ABM to a sane 1:few pilot.<\/p>\n\n\n\n<p><strong>Sequence by quarter<\/strong>: pick P1\/P2 plays; park the rest for later\u2014on purpose.<\/p>\n\n\n\n<p><strong>Wire signals<\/strong>: Define which signals promote an account up tiers or trigger outreach timing.<\/p>\n\n\n\n<p>The difference between teams that \u201cdo ABM\u201d and teams that&nbsp;<strong>win with ABM<\/strong>&nbsp;is simple: fit the motion to the buying process, prioritize by impact and capacity, and let signals sort the list. <\/p>\n\n\n\n<h3 class=\"wp-block-heading has-large-font-size\">GTM Takeaways<\/h3>\n\n\n\n<div class=\"nv-cv-d nv-cv-m wp-block-wpseopress-faq-block-v2 is-layout-flow wp-block-wpseopress-faq-block-v2-is-layout-flow\">\n<details id=\"what-does-one-gtm-doesnt-fit-all-mean\" class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong><strong>What does \u201cone GTM doesn\u2019t fit all\u201d mean?<\/strong><\/strong><\/summary>\n<p>Different buying processes need different\u00a0<strong>GTM motions<\/strong>. Short, simple sales cycles can use\u00a0<strong>lead gen\/inbound\/outbound<\/strong>. Long, complex cycles require\u00a0<strong>demand creation + ABM<\/strong>. Match motion to deal shape, not preferences.<\/p>\n<\/details>\n\n\n\n<details id=\"how-do-i-choose-the-right-gtm-motion\" class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>How do I choose the right GTM motion?<\/strong><\/summary>\n<p>Assess\u00a0<strong>pipeline velocity<\/strong>\u00a0(speed),\u00a0<strong>margin\/ACV<\/strong>\u00a0(value),\u00a0<strong>difficulty<\/strong>\u00a0(stakeholders\/complexity), and a few\u00a0<strong>industry signals<\/strong>. Then map to\u00a0<strong>capacity<\/strong>\u00a0(tiers, SLAs) and\u00a0<strong>sequence by quarter<\/strong>\u00a0(P1\/P2 plays).<\/p>\n<\/details>\n\n\n\n<details id=\"when-should-i-use-each-of-the-four-gtms\" class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>When should I use each of the four GTMs?<\/strong><\/summary>\n<p><strong>Lead gen:<\/strong>\u00a0capturing demand in short, transactional cycles.<br><strong>Demand gen:<\/strong>\u00a0<strong>creating<\/strong>\u00a0and then capturing demand in longer cycles.<br><strong>Growth ABM (1:many):<\/strong>\u00a0tiered coverage of hundreds\/thousands with scaled personalization.<br><strong>Enterprise ABM (1:few\/1:1):<\/strong>\u00a0deep, high-touch plays for a handful of strategic accounts.<\/p>\n<\/details>\n<script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"url\":\"https:\/\/abxstack.com\/are-you-still-applying-a-one-for-all-gtm\/\",\"@id\":\"https:\/\/abxstack.com\/are-you-still-applying-a-one-for-all-gtm\/\",\"mainEntity\":[{\"@type\":\"Question\",\"url\":\"https:\/\/abxstack.com\/are-you-still-applying-a-one-for-all-gtm\/#what-does-one-gtm-doesnt-fit-all-mean\",\"name\":\"What does \u201cone GTM doesn\u2019t fit all\u201d mean?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"&lt;p>Different buying processes need different\u00a0&lt;strong>GTM motions&lt;\/strong>. Short, simple sales cycles can use\u00a0&lt;strong>lead gen\/inbound\/outbound&lt;\/strong>. Long, complex cycles require\u00a0&lt;strong>demand creation + ABM&lt;\/strong>. Match motion to deal shape, not preferences.&lt;\/p>\"}},{\"@type\":\"Question\",\"url\":\"https:\/\/abxstack.com\/are-you-still-applying-a-one-for-all-gtm\/#how-do-i-choose-the-right-gtm-motion\",\"name\":\"How do I choose the right GTM motion?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"&lt;p>Assess\u00a0&lt;strong>pipeline velocity&lt;\/strong>\u00a0(speed),\u00a0&lt;strong>margin\/ACV&lt;\/strong>\u00a0(value),\u00a0&lt;strong>difficulty&lt;\/strong>\u00a0(stakeholders\/complexity), and a few\u00a0&lt;strong>industry signals&lt;\/strong>. Then map to\u00a0&lt;strong>capacity&lt;\/strong>\u00a0(tiers, SLAs) and\u00a0&lt;strong>sequence by quarter&lt;\/strong>\u00a0(P1\/P2 plays).&lt;\/p>\"}},{\"@type\":\"Question\",\"url\":\"https:\/\/abxstack.com\/are-you-still-applying-a-one-for-all-gtm\/#when-should-i-use-each-of-the-four-gtms\",\"name\":\"When should I use each of the four GTMs?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"&lt;p>&lt;strong>Lead gen:&lt;\/strong>\u00a0capturing demand in short, transactional cycles.&lt;br>&lt;strong>Demand gen:&lt;\/strong>\u00a0&lt;strong>creating&lt;\/strong>\u00a0and then capturing demand in longer cycles.&lt;br>&lt;strong>Growth ABM (1:many):&lt;\/strong>\u00a0tiered coverage of hundreds\/thousands with scaled personalization.&lt;br>&lt;strong>Enterprise ABM (1:few\/1:1):&lt;\/strong>\u00a0deep, high-touch plays for a handful of strategic accounts.&lt;\/p>\"}}]}<\/script><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Most B2B teams run one GTM (go-to-market) motion everywhere and hope it works. That\u2019s how you end up \u201cdoing ABM\u201d with a lead-gen mindset, or calling lead-gen \u201cdemand gen\u201d because it sounds better on a slide. The fix isn\u2019t another acronym. It\u2019s choosing the right motion for the buying process in front of you\u2014and being&hellip;&nbsp;<\/p>","protected":false},"author":2,"featured_media":1798,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"4","_seopress_titles_title":"One GTM Doesn\u2019t Fit All | ABX Stack","_seopress_titles_desc":"Stop forcing one GTM everywhere. Pick lead gen, demand gen, Growth ABM, or Enterprise ABM based on buying process, signals, and capacity.","_seopress_robots_index":"","content-type":"","neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","neve_meta_reading_time":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abm-strategy"],"_links":{"self":[{"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/posts\/1792","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/comments?post=1792"}],"version-history":[{"count":4,"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/posts\/1792\/revisions"}],"predecessor-version":[{"id":2539,"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/posts\/1792\/revisions\/2539"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/media\/1798"}],"wp:attachment":[{"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/media?parent=1792"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/categories?post=1792"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abxstack.com\/fr\/wp-json\/wp\/v2\/tags?post=1792"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}