t f o elopmen The WHO of t Based v oun c art 7c Account Based P The WHO ASales De Sales Development The most important decision you’ll make in your ABSD strategy is the list of accounts you decide to target: The Who. The idea is simple: you need to focus 100% of your efforts on the right targets. Not 80% or 90% — 100%. In old-school prospecting, companies let the Pain points – Are they experiencing the to analyze the best customers of your closest recent graduates who populated the sales problems you solve? competitors: where are they winning and why? development team decide who they wanted to call. In enlightened ABSD, this is a strategic Technographics – What other systems decision, made from above and at the start. do they use? “Most companies believe they Define your Ideal Customer Profile Behaviors – Do your best prospects do have a solid understanding of Your account selection process comes down similar things? Past behavior is a great guide their ideal customer profile and to a specific definition of your Ideal Customer to future decisions. that it has been communicated Profile (ICP), the companies that best match Strategy – Are they pursuing a strategy that’s across the organization. In reality, your goals. A strong definition will include the consistent with deploying your solutions? key dimensions that define the high-value they have dozens of different accounts that are most likely to buy, including Region – Do you have sales coverage in their assumptions floating around.” things like: region or country? Trish Bertuzzi Firmographics – company revenue, growth One way to decide on your ICP is to reverse The Sales Development rate, number of employees, industry, engineer your existing best customers to see location, structure… what they have in common. Another is Playbook 34