The ABM Process: Three Important Stages

The first stage of the ABM Process includes determining if ABM is the truly the best approach to meet your needs, and if so to develop a plan of attack that establishes a shared organizational understanding about the buying process, the people involved in that process, and the ideal accounts to pursue. This is best modeled by analyzing successful sales processes from your best customers.

ABM Analytics

The second stage of the ABM Process establishes the parameters of the program:

• What are the goals and objectives?
• What will success look like?
• How will the program be executed, and over what timeframe?
• Who are your players on the field, and what are their roles?
• What is the budget for your program?
• How often should your tactics be refreshed?
• How often should your target account list be refreshed?
• How will you track and monitor progress?

ABM Design

The third stage of the ABM Process is the period of time where your program is actually "in-market". This generally starts with tracking intent and engagement for your target accounts, and ends after the final follow-up task associated with the last program touch-point.

ABM Execution