# ABM Maturity Model

> Source: https://rubenlozano.me/en/resources/glossary/abm-maturity-model
> Author: Ruben Lozano — Fractional Marketer (https://rubenlozano.me)
> Last verified: 2026-05-12
> Last updated: 2026-05-27
> Category: ABM

## Short definition

A prescriptive framework that defines the capabilities, processes, and outcomes a B2B team must build at each stage to scale Account-Based Marketing.

## What it is

An ABM Maturity Model goes one step beyond a maturity scale: it spells out exactly what "good" looks like at each stage and the concrete capabilities a team needs to graduate to the next. A typical model covers strategy and target account selection, data and tech stack (CRM, CDP, intent providers), play design and orchestration (1:1, 1:few, 1:many), sales and marketing service-level agreements, and measurement (account engagement, pipeline created, win rate, ACV uplift). It is the playbook teams follow once a maturity scale tells them where they are.

## My definition

A maturity model is only useful if you commit to one stage at a time. The biggest ABM mistake I see is teams trying to jump from "we have a target list" to "1:1 multi-threaded plays at 200 accounts" in one quarter. You earn the next stage by mastering the current one.

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Suggested citation: Lozano, R. "ABM Maturity Model". Ruben Lozano. https://rubenlozano.me/en/resources/glossary/abm-maturity-model