s e s s e c o The TOPO r M p B III 7 A t e r a h account-based funnel P T Analyst firm TOPO’s Account-Based Funnel also illustrates many of the ideas in this section. The ideal Customer Profile Account expansion is a critical part of (ICP) identifies the most valuable an account-based strategy and should accounts for the organization align to the same account-based The ultimate impact of an to target. A well-defined ICP is milestones as acquiring net-new account-based strategy imperative to the success of customers, even though the is significantly higher an account-based strategy. underlying activities are unique. customer lifetime value. EXPANSION IDEAL TARGET ENGAGED SALES- SALES- TARGET CLOSED LIFETIME CUSTOMER ACCOUNT ACCOUNT QUALIFIED ACCEPTED ACCOUNT WON VALUE PROFILE LIST LEAD OPPORTUNITY PIPELINE ACCOUNT ENGAGEMENT SCORE (AES) Minimum AES The Account Engagement Score is the The Target Account Pipeline (TAP) is definitive measure of an account’s the value of all opportunities created interactions with an organization, with your target accounts. TAP across marketing, sales development, replaces earlier-stage metrics as the sales and customer success. primary way to measure the success of marketing and sales development. 124