The market conditions since last year have been uncertain, bringing up new challenges for many B2B companies. Many of these challenges have remained the same in 2021, and implications are expected to reverberate for the coming years. ABM seems to provide an ideal strategy to address much of this within the marketing and sales programs. Although, despite ABM being popular, several organizations have not yet taken the essential steps necessary to realize functional revenue benefits from it. Lastly, revenue is what matters in the end.