What kind of insight are you looking for? You want to know as much as you can about: Your connections to the account An ABM Account Insight Checklist Your existing connections to the key contacts; The information you need to collect The target account’s market previous deals; customer service experiences; The market dynamics, news, trends, growth drivers your experience with their close competitors; The Market and inhibitors, M&A activity, etc. LinkedIn connections to people you know; £ Industry dynamics university or past company ties, etc. £ Key trends The target company £ Competitors Their stated strategy, their strengths, weaknesses, Insight at each level will translate directly £ Growth drivers and inhibitors opportunities and threats; competitors (and which into relevance and resonance, which drive similar companies use your solution already); their engagement and, ultimately, deal success. The Company org chart and unique buying centers; which buying £ Financial health centers own your products, which own competitors’, £ Growth areas vs ‘cash cows’ and which are open (whitespace analysis); any “I w ant to know what the £ Renewal risk recent sales triggers (new funding, new hires, etc.); VP of HR has for lunch.” £ SWOT their culture and values. £ Initiatives and organizational priorities HR software vendor £ Triggers (funding, acquisitions, The target personas personnel moves, etc.) The agenda of each member of the buying team; their priorities, prejudices, preferences, styles, tactics; The Buying Centers where they’ve worked in the past (and what systems £ Org chart that company used), etc. £ Key buying centers £ Whitespace within buying centers The relationships inside the account How each key contact relates to the other members Relationships and Connections of the team; who reports to whom; who holds £ Key contact profiles budgets; which are the influencers, blockers, £ Relationships to each other mobilizers, enablers, etc. £ Relationships to your company (relationship map) £ Attitudes, preferences, biases 55