Part III The 7 ABM processes When you look at the most successful Select accounts ABM practitioners, a pattern emerges. Align sales and marketing around a list of target accounts most likely Most ABM journeys follow a seven- 1to deliver revenue, and tier those accounts based on Entitlements. step process: Identify people Fill out these accounts and buying contacts for key personas 2based on your ideal buyer profiles. Develop account insights L earn what matters at each account so that your interactions 3are relevant and resonant. Generate account-relevant messages and content C reate or adapt content and messaging that reflects your account insight 4and is targeted specifically at the buying teams in each account. Deliver account-specific interactions Manage targeted interactions that are personalized for each account. 5 Orchestrate account-focused plays Synchronize interactions into coordinated plays that align to account 6plans and goals. Measure account progress R eport on impact of ABM efforts in terms of account engagement, 7impact on pipeline and revenue, and program ROI. Let’s take them in turn. 37