t T f o , WHA elopmen t Based v oun c art 6 c The WHO, WHAT and WHERE of P The WHOand WHERE ASales De Account Based Sales Development Our discussion of best-practice Account Account Based Sales Development flips the funnel Based Sales Development follows a simple, Who/What/Where framework: Who do you need to target? ND N What do we Where should Who should A E want to say? we say it? we say it to? M G (offers) (channels) (segments) What will you do to get their attention DE and interest? Where will you engage with them? D Who are What should Where should S we trying we say? we say it? AB to reach? (content) (channels) (accounts) Traditional demand generation starts with ‘what do we want to say?’ . Account Based Sales Development starts with the buyer and works up from there. 32