Entitlements Account Entitlements answer the We believe it is essential to define your question “What is the right amount of Entitlements before you select target accounts. time, money and resources dedicated to Whether it costs time or money (or both,) an Entitlement uses limited resources. This defines each account for each style of ABM?” the constraint on how many accounts you can afford in each style of ABM. In particular, they serve as the contract between Marketing and Sales, defining exactly what each A key mistake we’ve seen companies make in department will do to support the ABM effort for ABM is to pick and tier their accounts before each account. defining Entitlements. This often results in selecting too many ‘Tier 1’ accounts and an The Entitlements define the level of account inability to provide the right level of focus and research and planning (including data purchase customization to realize the full benefit of ABM and maintenance), executive support, marketing for those accounts. program investment, customized content, and account executive involvement at each stage of the journey. Programmatic Scale Strategic • Contact information for the top three personas at • Plans for each microsegment • Full account plans each account • Light personalization of content and emails • Account research hub • Lightly personalized content • Contact info and research about more key personas, • Bespoke thought leadership • Lower-cost direct mail and experiences (e.g. dinners) updated more frequently • Custom webpages • Limited Sales involvement until an account shows • High-end direct mail and experiences • Even more research into key personas, with even sufficient level of engagement • Account / territory plans from Sales more frequent updates • Annual ‘innovation day’ (custom) • Named executive involvement Simplified Account Entitlement Example 33