The art and science of selection The questions that guide the process include: Fundamentally, you want to look at two key factors Combining these two dimensions brings together when picking accounts: Fit and Interest. gut feel, historical performance and sometimes • Where have we sold most effectively predictive data science. in the past? • Which kinds of accounts have proven to be Criteria Core question Key activity Data most profitable over time? • What characteristics are most predictive Fit (Potential) Are we interested in them? How Define an ideal customer Firmographics of sales success? closely do they match accounts profile (ICP) and prioritize Technographics • What traits should rule out an account? where we’ve easily created accounts by ‘fit score’. • Which accounts do we already have significant revenue? an advantage in? Interest (Ease) Are they interested in us? Are they Measure and prioritize Intent (3rd party) • Which accounts do we already have showing interest in our category accounts by ‘interest score’. Engagement (1st engagement with? and / or our business? party) Recency • What accounts deliver the most value (which can include revenue as well as strategic value)? “ The two core criteria we look for when Driving Quality with FIRE selecting accounts for ABM: EverString uses the acronym FIRE for scoring 1. Is the market growing, and prospective accounts. It stands for: 2. Is the account manager committed • Fit to this?” • Intent • Recency Jeff Sands, • Engagement Senior Associate, ITSMA 39