CHAPTER 2 Think about a soccer team playing perfectly in sync on G. Intent data - what signs a company is showing the field. Players might have distinctly different posi- that they’re in the market for solutions like yours tions — offense and defense — but they pass the ball (e.g. topics being researched by executives) back and forth in an integrated process. H. Engagement data - how engaged an account is with your company right now (e.g. web analytics, marketing Target Account Selection: The first step in any automation or Engagio engagement reports, CRM data). account-based strategy is defining and selecting your target accounts. It’s an ongoing and essential process to driving growth with ABM. Budget is being allocated to four types of data used to identify the best high-fit companies to target: E. Firmographics - what company characteristics best predict a successful sales process (e.g. company size, industry) F. Technographics - what technologies the organization currently uses (complimentary to yours, or that which rules out your solution) ABM INVESTMENTS AND RESOURCES 10