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The way the we think about building ABM strategies has to evolve.
For too long now, ABMers have relied too heavily on the wrong tools, like:
Using the ABM pyramid
Relying in engagement and intent data
The ABM pyramid is something we’ve discussed in the past. It’s a simple tiering system for accounts. It doesn’t actually you educate on how to select the right target accounts, or even how many accounts to select. And it promotes 1:Many motions which is technically just targeted demand generation.
On the flip side, and this may be semi-controversial, but we’re relying so much on engagement data, intent data, signals, black-box customer journey mapping. This data can be very good when used in the right way. But it shouldn’t be the main data point when it comes to building your strategy or selecting target accounts. This data is best used as a supplemental or secondary resource for prioritizing accounts.
Neither of the two above focus on the business side of ABM.
And that’s where the Account-Based GTM Waterfall comes in.
It’s a more logical way to understand key GTM goals and objectives and how you can use them to better select target accounts, execute your strategy and measure success.
Everything you see below in the framework waterfalls down from your company’s GTM goals and objectives to ensure proper alignment, and business impact.
Now I’m sure you’re thinking, “great, here’s another vague graphic.” But below is a lifelike example of how you would use this framework in practice. Because I actually did this at my last company!
As you can see, most companies will set anywhere from 3-5 GTM goals for the year. The idea here is to focus on one GTM goal, like vertical expansion within the commercial banking industry.
From there you want to focus on the right commercial banks. Maybe those that use a current partner technology, have closed lost opportunities or churned accounts.
And finally, execution is best when integrated with your company’s current GTM motion. Whether that’s outbound or partner-led, maybe even PLG, use what motion(s) work best to hit your KPIs.
You can download the PDF of the waterfall here.
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The entire process for building an Account-Based GTM strategy is detailed more thoroughly in The Ultimate Guide to Building an Account-Based GTM Strategy.
Simplify the way you select your ABM target accounts
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Need help selecting your ABM target accounts?
Trying to figure which accounts to target for your ABM strategy can be difficult.
Using the framework in The Ultimate Guide to Building an Account-Based GTM Strategy, we can work together to select the right target accounts and build out an ABM plan that will deliver more meetings, pipeline and revenue for your company.
Click here to book your free consultation call.
Sponsorship Opportunities
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Please reach to me via email here: [email protected] to discuss options.