s e s s e c o r M p B III 7 A t e r a h P T Activating your insights Generating insight isn’t enough. You need to activate Scaling insight that insight by getting it into the right hands and One company we work with has a four-person translating it into action. Here are some insight- team that creates Value Hypothesis documents sharing tips: for each of their 1,400 target accounts, including: • Create an ABM Insight Factory — with a dedicated • What they think the account should be team of researchers (see sidebar) worried about • Spin up an Insight Base — using a web collaboration • Examples of similar companies that tool or intranet they’ve helped • Issue regular update reports — highlighting new • Content they’ve researched about them insights or developments (e.g. quotes from their CEO) • Set up ad hoc alerts — for breaking news that • Entry points — content or messages that can be acted on can be sent directly to start dialogs • Integrate insight into your CRM profiles — or into your ABM management tool These are customized by account but can be based on segment-specific templates. 58