Propensity Partners with ForgeX to Advance the Future of Account-Based Marketing
May 12, 2026 | Company News
Strategic partnership brings together Propensity's ABM technology and ForgeX's practitioner-led research, advisory expertise, and industry insights to help B2B organizations build more effective go-to-market strategies.
Propensity is excited to announce a new strategic partnership with ForgeX, a research and advisory firm focused on advancing account-based marketing (ABM) and modern B2B go-to-market strategies.
The partnership reflects a shared belief: the next generation of account-based marketing requires more than technology alone. It demands a thoughtful combination of strategy, reliable data, practitioner expertise, and the ability to turn insights into measurable business outcomes.
As B2B organizations navigate increasingly complex buying journeys, growing technology ecosystems, and greater pressure to demonstrate marketing's contribution to revenue, Propensity and ForgeX are bringing together complementary strengths to help marketers approach these challenges with greater confidence.
Combining Technology Innovation with Practitioner-Led Expertise
Propensity helps B2B organizations identify high-intent accounts and contacts, build precise audiences, execute coordinated marketing campaigns, and connect buyer engagement with sales activities.
ForgeX brings a different but equally important perspective: independent research, strategic frameworks, and practical guidance informed by years of experience building and scaling enterprise ABM programs.
Founded to help modernize account-based go-to-market strategies, ForgeX works with marketing, sales, and revenue leaders to improve how organizations approach targeting, campaign strategy, buying groups, measurement, and marketing and sales alignment.
What distinguishes ForgeX is its emphasis on research grounded in the experiences of actual practitioners.
Rather than relying solely on theoretical frameworks, the firm combines benchmark research, advisory services, and a growing community of ABM professionals to help organizations understand what successful programs look like—and how to build them.
Explore ForgeX's approach to modern account-based marketing and its research and advisory expertise.
Davis Potter: Bringing Enterprise ABM Experience to the Partnership
A significant strength of the partnership is the expertise of Davis Potter, CEO and Co-Founder of ForgeX, whose career spans some of the most sophisticated B2B marketing organizations in the technology industry.
Before founding ForgeX, Davis helped develop and scale account-based marketing programs at Pegasystems, Google Cloud, and Scale AI.
At Pegasystems, he contributed to targeted ABM initiatives supporting major enterprise business segments.
At Google Cloud, he helped establish foundational ABM programs and a Center of Excellence designed to extend account-based practices across multiple industry teams.
At Scale AI, he brought that enterprise experience into a high-growth environment, helping build an ABM strategy suited to a rapidly evolving business.
This combination of enterprise-scale experience and startup agility gives Davis a distinctive understanding of the challenges marketers face when implementing ABM across different organizational structures, budgets, and growth stages.
His work through ForgeX also reflects an important shift in the industry: moving beyond isolated ABM campaigns toward coordinated account-based go-to-market strategies that align marketing, sales, and revenue operations around shared objectives.
Davis regularly shares his perspective through industry events, educational programs, and research. For additional insights, explore ForgeX's account-based marketing research and The Revenue Xchange podcast.
Why This Partnership Matters for B2B Marketers
Account-based marketing has evolved considerably over the past decade.
What began as a highly targeted approach for engaging strategic enterprise accounts has expanded into a broader set of strategies for reaching buying groups, coordinating campaigns, and generating measurable pipeline.
Yet many organizations still struggle with foundational challenges.
How should target accounts be selected and prioritized? Which ABM deployment model makes sense for a particular business? How should marketing and sales coordinate engagement? And how can teams connect campaign performance with actual revenue outcomes?
These are questions that require both technology and strategy.
Through this partnership, Propensity and ForgeX aim to bring together the capabilities and perspectives needed to address them.
For marketers, the value lies in connecting research-backed approaches with practical execution: understanding what works, building the right programs, activating campaigns, and measuring results.
Propensity's ABM platform supports the execution side of that equation, helping teams identify buyers, engage audiences across channels, and connect campaign activity with sales.
ForgeX contributes the strategic perspective, helping organizations evaluate their approach, learn from industry benchmarks, and adopt more effective account-based practices.
Advancing a More Connected Approach to Go-to-Market
One of the ideas bringing Propensity and ForgeX together is the belief that ABM should not operate in isolation from the rest of an organization's go-to-market strategy.
Successful account-based programs require alignment across marketing, sales, and revenue operations.
They also require a clear understanding of the entire buying group—not simply a list of target accounts or a collection of marketing-qualified leads.
At Propensity, we've been investing in the technology that makes this possible, from contact-level buyer intelligence and omnichannel campaign execution to engagement scoring, attribution, and sales activation.
ForgeX's expertise in ABM strategy, deployment models, and measurement complements that investment.
Together, these perspectives can help marketers move toward a more coordinated approach in which audience selection, messaging, campaign execution, sales engagement, and performance measurement work as parts of a connected process.
For organizations exploring this evolution, Propensity's guide to building an account-based marketing strategy offers additional perspective on moving beyond traditional lead generation.
Research, Education, and Community Will Help Shape What's Next
Beyond technology and advisory expertise, the partnership reflects a shared commitment to education and advancing the broader ABM community.
ForgeX has established a growing network of B2B marketing practitioners who exchange ideas, challenge conventional approaches, and share lessons from their own programs.
Its research and educational initiatives help marketing leaders better understand emerging trends, evaluate new strategies, and make informed decisions about their investments.
As artificial intelligence becomes more deeply integrated into marketing operations, this kind of practitioner-led perspective will become increasingly valuable.
AI has the potential to transform how organizations identify opportunities, develop campaigns, personalize engagement, and measure success.
But realizing that potential requires more than adopting new tools. It requires understanding which workflows should change, where automation can create value, and how to maintain alignment between technology and business objectives.
These are areas where we see significant opportunity for continued collaboration and knowledge sharing.
Building the Next Chapter of ABM Together
At Propensity, we believe the future of account-based marketing will be defined by greater precision, stronger alignment, and a closer connection between intelligence and execution.
Our partnership with ForgeX reinforces that direction.
By bringing together technology innovation, independent research, and deep practitioner experience, we're excited to contribute to a more informed and effective approach to B2B go-to-market strategy.
Most importantly, we're looking forward to learning alongside the marketing leaders and practitioners who are shaping what's next.
Welcome to the Propensity partner community, ForgeX. We're excited about what we'll build together.
Explore More
Learn more about ForgeX and its research-led approach to account-based GTM, explore Propensity's ABM platform, or discover how Propensity helps B2B teams turn buyer intelligence into coordinated campaign execution.
Explore Propensity's ABM Platform
About ForgeX
ForgeX is a research and advisory firm focused on modern account-based go-to-market strategy. Through benchmark research, strategic frameworks, practitioner-led guidance, and a community of B2B marketing and revenue leaders, ForgeX helps organizations develop and improve their ABM programs.
Learn more at forgex.ai.
About Propensity
Propensity is a B2B account-based marketing platform that helps organizations identify, engage, and convert their most valuable buyers. Combining contact-level intelligence, audience development, omnichannel campaign execution, and integrated measurement, Propensity helps marketing and sales teams execute more effective go-to-market strategies and drive measurable business outcomes.
Learn more at www.propensity.com.