Are these accounts right?

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One of the biggest questions when it comes to running an ABM strategy is how do I know if these are the right accounts?

It can be a huge risk to your strategy and cross-functional alignment if you choose accounts that aren’t the right fit.

The time, energy and relationships built into this can be evaporated in seconds. If SDRs and AEs aren’t seeing results, good luck getting their buy-in next time.

For me, there are two simple tricks I use to know if the accounts are right for us.

1. Do they directly support one of our companies larger objectives? If I can draw a direct line from this list of accounts to our cross-sell objective or vertical expansion objective, then I know where on the right path.
   
   These are your most important accounts and are the ones that will help you drive that cross-functional alignment and top-down buy-in. Because they are directly helping the business achieve a specific growth objective.
   

2. How are these accounts progressing down the funnel? It’s one thing to be able to book new meetings and even generate pipeline. But are these accounts getting stuck in the early stage of the funnel? Are they going stale or getting closed lost after one or two months?
   
   For example, we recently ran a winback strategy targeting former customers. We won our first deal within 60 days, and have six-figures in pipeline in the later stages of our funnel with a decent chance of closing too.
   
   Understand how your accounts are progressing down the funnel, because as they do it becomes more firepower for your strategy moving forward.

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