Davis Potter

ForgeX

Our mission is to evolve the way B2B organizations go-to-market with account-based strategies.

CEO, Co-founder

Telesign

(Transitioned from a full-time employee → client of ForgeX)

Global ABM Marketing

Scale AI

ABM Marketing Lead, Strategic Accounts

Google

Global ABM Marketing Manager, Google Cloud (via Sage)

Pegasystems

Regional ABM Marketing, Financial Services

Kronos Incorporated

Industry Marketing Intern

B2W Software

Demand Generation (ABM) Marketing Intern

Global ABM Marketing Leader | Co-Founder, Humanize What You Buy | GTM Thought Leadership 💭

Hi! I'm Davis, CEO of ForgeX. 

We're a B2B marketing research and advisory firm that specializes in account-based strategies (ABM) and generative AI. We've pioneered the Enterprise ABM™️  and Growth ABM™️ frameworks.


Celery juice >>> coffee


🚀  www.forgex.ai

President, Co-Founder

Debating 'Demand Gen vs ABM' in 2024 = a useless trap.

They are rapidly converging → the “Double Funnel” is no longer relevant.


Here’s how we got here, and why Account-Based GTM is the FUTURE.


The past 20 years have been dominated by:

1. SiriusDecision’s Demand Waterfall (2006 version)

- Includes the legacy stages of = “Inquiry → MQL → SAL → SQL → Closed-Won”

- Denotes that the buying process is a linear journey (it’s not), and that a single contact represents a buying opportunity (they don’t)


2. ABM (it’s name was formalized in 2004)

- Initially built for large, strategic deals → think Enterprise ABM 1:1, 1:Few

- The emergence of ABM Platforms and their initial messaging led to the misconceptions of… “you need $125K tech to do ABM” , “ABM is just 3rd party intent-fueled account lists” , “ABM is just ads”


***Then launched the BRIDGE to today ***


3. The TOPO Double Funnel

- Portrayed how ABM + Lead Generation are able to co-exist (this is what a lot of large orgs look like today)

……........

We have now EVOLVED and it’s evident that the future is clearly Account-Based GTM.

Here is why:

→ Entire GTM is unified around an agreed target account list, fostering strategic clarity and resource efficiency.

→ Marketing, sales and customer success rally together to achieve unified account-based metrics; it’s not function Vs. function anymore.

→ Focus on identifying and engaging the buying group as a GTM team, marketing isn’t just “throwing MQLs” at the sales team.

→ Teams leverage the Growth ABM and Enterprise ABM architectures to build a holistic account-based motion.


P.S.  Sales has already been account-based for YEARS… the other GTM teams are just catching up.


#b2bmarketing #abm #accountbasedmarketing #b2b

1:1 Enterprise ABM practitioners should be PAID.

Neglecting a commission-based compensation model is cheap.


Not all “1:1” is defined the same.

Spoiler: it’s not the 25 accounts in your Tier 1 Growth ABM motion.


Here is what 1:1 Enterprise ABM *actually* is:

↳ 9-18 month long integrated GTM motion that's custom for EACH account.

↳ HYPER personalized engagement strategy; think events, all assets and content are built / tailored just for the account.

↳ Dedicated ABM practitioner that typically only covers 3-8 accounts MAXIMUM at one time.


This form of ABM should have a commission-based compensation model.


Here are 3 reasons why:

1.) The degree of the partnership between ABM+Sales is so high, it’s essentially a micro “GTM pod” pursuing the account that includes ABM, AE, SDR, SE, (sometimes CSM).

2.) Everything from the messaging, mapping of the buying group, account plan, tactics are personalized for the specific account and built in collaboration with the GTM pod.

3.) It’s an integrated GTM motion throughout the ENTIRE buying cycle of the single account... not some marketing campaign where sales gets involved at a certain MQA threshold and takes it from there.


Given the way in which 1:1 Enterprise ABM is structured, it should include a commission-based compensation structure.

It's NOT an ABM program that is covering 350 target accounts.

From an incentivization angle, to the level of investment and impact that the ABM practitioner will have on the individual deal(s).

They should be 💰.

#b2bmarketing #abm #accountbasedmarketing #b2b

The lack of standardization around Account-Based GTM is breath-taking. 

We’ve been conducting ABM Benchmark Audits of companies from $5 Million to $20 Billion ARR.


Right now, it’s nearly impossible to answer how your ABM program ranks vs. peers. 

After the acquisitions of market research firms:

→ TOPO in 2019
→ SiriusDecisions in 2019

SOMEONE needed to step up and provide clarity, and standardization.

THIS is why we’re officially launching the Account-Based Standard at ForgeX.


The mission of the Account-Based Standard is to:

▶ Benchmark and provide standardization around terminology, measurement and best-in-class Account-Based GTM architecture.


Part of this initiative includes building a mass Benchmarking Database with:

1. In-depth ABM Benchmark Audits

2. Wide-scale Survey Research


Our early-access group consists of 16 companies ranging from $5M to $20B ARR who are participating in ABM Benchmark Audits.

All participating company names remain *anonymous*.

We’re looking to add 24 more to this list → those who participate will receive FREE access to the Benchmarking Database for a limited amount of time.


If you’re interested in joining = drop a comment “early access” below or send me a DM.


#b2bmarketing #abm #accountbasedmarketing #b2b

One of my values is giving back.

I was lucky enough to land a job when so many are still looking. And needless to say it’s a jungle out there…

That being said, I’ve compiled my recent LinkedIn posts and podcast interview into a comprehensive guide on:

- Approaching the job hunt like ABM
- Using inputs for ChatGPT to prep for interviews 
- Using AI tools to make it past the ATS screen

My DMs are open with any follow-up questions. 

Happy hunting!

#jobseeker #opentowork

How to Approach Job Hunting like an AE

REVEALED: Can HubSpot’s ABM Module compete with the +$125K ABM Platforms?

We’re bringing in the experts to expose the truth.


This Thursday, join Tania Saez, Pasha Irshad and Davis Potter as they break down:

▶ Can you do ABM with Hubpot? Must-have features and capabilities.

▶ How to build an effective ABM reporting dashboard in HubSpot.

▶ 1:1 or 1:Many ABM campaigns on Hubspot?


📆 When: Thursday, April 18 @ 12:30pm ET

🎟️ Save your spot: https://bit.ly/3UkCwYZ

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