This step includes fully understanding the market in which an organization will compete.
What is Target Market Research?
The average one of these may not be as accurate or effective with the use of ABM and should be evaluated for fit with the program.
What is Lifecycle?
THIS is done at the account level and should correlate with the value of the account.
What is Budget Planning?
This is the document that captures a series of plays that can be put in motion within the ABM program.
What is the Account Playbook?
Pushing "go."
Operationalization
Trying to sell to a committee in a blanket fashion is a formula for failure. This step helps you understand each of the people who make up the buying committee.
What is Buying Roles and Personas?
With ABM, this process needs to be slightly modified from a demand generation model with account assignments and tighter SLAs.
What is Routing and Conversion?
In this step, the organization defines a team of people who will work in conjunction to plan and execute for accounts.
What is Account Team Structure?
This step includes the creation or customization of content for each play/campaign within each account or segment.
What is Content/Asset Development?
Each individual account or segment's account should have these to measure success.
What are KPIs and Dashboards?
This step ensures that there is alignment across the entire organization, not just sales and marketing.
What is Organizational Alignment?
This process determines the communication frequency between account teams.
What is Account Management and Cadence?
This step allows for agility and speed in the account level playbook development.
What is Channels and Plays?
This step is designed to be a final check of all ABM components.
What is Operational Readiness?
This will include collection and presentation of progress, finding and results from the sales development, sales, and marketing functions.
What is Cadence?
Before process and planning can begin, an organization must do THIS, which entails selecting 1:1, 1:few or 1:many.
What is Account Based Style Selection?
The only answer that does not belong in the process pillar, this step puts forth a well-defined set of program objectives.
What is Objectives and KPIS?
This effort creates a template for content and play development at the account level.
What is Content/Asset Planning?
The manifestation of the plays from the ABM playbook applied against each account or segment.
What are Campaigns?
Learnings from market activity are captured and applied to make ABM efforts better.
What is Optimization?
This step allows you to apply finite resources to the accounts with the greatest opportunity.
What is Ideal Customer and Account Profiles?
Likely the largest process change when ABM is in play.
What is Scoring?
In this step, which should be quantitative in nature, the account team defines the specific accounts it will target.
What is Account Selection?
Arguably the most important and unifying piece of the Account Based Strategy.
What is the Account Plan?
A consistent mechanism to facilitate future optimization of ABM efforts.
What is Feedback Mechanism?