The data show that B2B marketing and sales have been undergoing a gradual transformation away from lead-centric practices, toward practices that are better aligned with how buyers buy:

Sixty-four percent of B2B revenue teams have adopted an account-based (ABM/ABX) practice,
Seventy-two percent of marketing teams prioritize accounts that produce multiple leads,
and, 83% of organizations use buying signals other than form-fill leads to detect in-market buying groups.
These three practices align to the reality of how B2B buyers buy and are central to how marketing teams are becoming more effective. The data also show that organizations that engage in these and related advanced practices enjoy better financial performance.