Picking accounts Let’s look at how you can bring all this data Help Sales pick by ranking accounts together to choose and tier accounts. Applying a bit of marketing methodology will help Sales should ‘own’ the account selection ensure your process is more rigorous and therefore A key ABM lesson learned is that Sales should Manually picking your list of target accounts more likely to succeed. feel like they own the account selection for each The simplest way to select accounts for ABM is to tier. Alignment and buy-in is so critical to ABM let the sales reps draw up their own lists and Start with the entire territory for each account success. When Marketing does manage to combine them into a master list. In this scenario, executive, then score each account according create engagement at a target account, you they may be hunting for firmographic and to the Fit and Interest with your solutions. want Sales to feel excited. This is much more engagement data on their own, or Marketing can (The scoring can be based on a manual model likely to happen when they’ve picked the jump-start the process by providing Sales with or a predictive model.) Then, let the AE choose accounts. (It’s OK if Marketing helps and even basic data. (We suggest that you start with about accounts guided by your scoring. drives the process.) three times the number of accounts that reps actually need. The buffer allows them to add their valuable judgment and ensures buy-in.) In general, this list won’t be wildly off-base — reps Account MAP ABM Tool Employees Total Fit Engagement Sales Pick know their markets and they will have immediate Bioholding Marketo 50K-100K 107.72 102.59 87.27 P buy-in to the outcome. But, without further analysis, it will almost certainly miss some big Lexiqvolax Eloqua > 100K 101.93 101.93 31.11 opportunities and overvalue others. Openiane Pardot Leadspace 10K-50K 113.10 98.35 351.41 P Hottechi Oracle/Eloqua 1K-10K 106.01 96.37 191.48 Streethex Marketo Lattice Engine 0-25 95.84 95.66 16.25 Ganjaflex Marketo Infer 1-10K 99.46 94.72 81.12 Surnace Eloqua Demandbase 10K-50K 91.75 91.75 49.18 Example of an account selection spreadsheet used by Engagio. The AE reviews the ranked list of accounts for their territory and then applies their own judgement to pick the accounts they want to target. 43