• "If you’re lucky enough to have ABM be a primary directive at your company, you obviously won’t have to find ways to finance its adoption. In this scenario, base your budgeting on those plans — just as you would have done in a pre-ABM world.
• Sometimes trying to create a new line item in your budget and justify that to the rest of the executive team isn’t an easy feat — especially when you haven’t proven its success at your company yet. Often, marketing leaders will find ways to incorporate ABM into other initiatives.
• Many marketers set aside a portion of their budget to try new things. If you are one of them, you can use your experimental budget to test ABM initiatives and technologies to measure their results.
• In an ABM environment, marketers are looking to provide account-based insights and intelligence to their sales team. If you’re struggling to find the budget for ABM tools, you can always ask your sales leaders to help finance this investment, since it ultimately makes their teams more successful."