t Based t elopmen WHAT: building your account T v oun c c art 8 A f insight using research P The WHAoSales De Valuable, relevant commercial insight comes “The sales development role from research. The depth of research will reflect is the lynchpin of Account Based which tier a given account is in. Everything. ABE is driven by Tier 1: Deep research insight, research and feedback Each account is treated as a “market of one”, - and who has more real-time with intensive research and account plans and full buying center mapping. These insights access than the SDR?” ensure that each interaction is completely customized and personalized for that account Tom Scearce (and ideally the person). TOPO Tier 2: Medium-depth research A lighter level of research but the goal is still that each interaction is personalized or customized (remove these accounts from generic marketing emails to ensure each touch is personalized, reviewed, and approved by a human). Tier 3: Light research Teach reps to discover ‘3 things in 3 minutes’: a fact or insight on the Industry; on the Company; and on the Persona or individual contact. Very light customization on some channels (e.g. sales email); other channels get segment- and/or persona-specific messages (e.g. in online advertising). 53