WHERE IT USUALLY BREAKS
Almost every ABM program dies the same way.
The list is the whole strategy
- Logos get agreed in a workshop, nothing else gets built
- The list is the cheapest part of the work
One contact per account
- Everything runs through a single champion
- They move on, and the account is back to zero
Signals watched, never acted on
- The dashboard lights up, nobody owns the next step
- A signal with no action attached is just information
Marketing and sales run separately
- Ads point at accounts nobody is calling
- Both halves report success, the pipeline does not move
THE REASON ONE CHAMPION IS NOT ENOUGH
Nobody signs anything alone.
Five to eight people touch the decision. One likes you, one controls the budget, one can quietly kill it, and they are rarely the same person.
So we map the group rather than the contact, and each role gets a different reason to care.
FIVE ROLES, FIVE REASONS
The championWants the problem gone. Give them the specific thing that changes on Monday.
The budget holderWants the commercial case. Product detail actively bores them.
The blockerWants to know it will not break anything they own. Answer it before they ask.
The userWants less work, not more. If they suspect otherwise they will quietly resist it.
ProcurementArrives late and can stall everything. Handled by preparing the champion, not by charm.
IN THE ORDER THAT MATTERS
What we actually build.
01Account selection you can defendBuilt from what your won deals had in common, not from a workshop wish list.
02The buying group mappedFive to eight named people per account with their role in the decision. This is where the hours go.
03A short list of signalsThe handful that genuinely predict a buying moment in your market, each with an owner and a defined action.
04Orchestration across email and LinkedInDifferent message per role, sequenced so the group is warmed in the right order.
05Your sellers told the same dayWhen an account moves it lands in Slack and in your CRM with the context attached.
TARGETING DONE PROPERLY
"5X'd our outbound volume and dramatically increased positive reply rates. Leads are hyper-targeted."
Hyper-targeted is what the mapping is for. Knowing the account and knowing the buying group is what moves a reply rate.
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