Strategy
Process
Planning
Development
Execution
100

This step includes fully understanding the market in which an organization will compete.

What is Target Market Research?

100

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?

100

THIS is done at the account level and should correlate with the value of the account.

What is Budget Planning?

100

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?

100

Pushing "go." 

Operationalization 

200

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?

200

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?

200

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? 

200

This step includes the creation or customization of content for each play/campaign within each account or segment.

What is Content/Asset Development?

200

Each individual account or segment's account should have these to measure success.

What are KPIs and Dashboards? 

300

This step ensures that there is alignment across the entire organization, not just sales and marketing.

What is Organizational Alignment?

300

This process determines the communication frequency between account teams. 

What is Account Management and Cadence?

300

This step allows for agility and speed in the account level playbook development.

What is Channels and Plays? 

300

This step is designed to be a final check of all ABM components.

What is Operational Readiness?

300

This will include collection and presentation of progress, finding and results from the sales development, sales, and marketing functions.

What is Cadence? 

400

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?

400

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? 

400

This effort creates a template for content and play development at the account level.

What is Content/Asset Planning?

400

The manifestation of the plays from the ABM playbook applied against each account or segment.

What are Campaigns?

400

Learnings from market activity are captured and applied to make ABM efforts better.

What is Optimization? 

500

This step allows you to apply finite resources to the accounts with the greatest opportunity.

What is Ideal Customer and Account Profiles?

500

Likely the largest process change when ABM is in play.

What is Scoring?

500

In this step, which should be quantitative in nature, the account team defines the specific accounts it will target. 

What is Account Selection?

500

Arguably the most important and unifying piece of the Account Based Strategy.

What is the Account Plan?

500

A consistent mechanism to facilitate future optimization of ABM efforts.

What is Feedback Mechanism?

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