t ounerything ABE and the three critical c v c art 5ello, A revenue objectives P H Based E Account Based Everything isn’t a specialized The ABE effect In short, the transformation to an ABE approach strategy to keep in a box in the corner. As TOPO Companies that implement ABE see some is essentially the culture change that sales and research slide shows, it’s a strategic initiative unexpected effects: marketing have been waiting for. that addresses the three most important revenue objectives of any B2B company: Morale rises as you escape the discouraging ‘hamster wheel’ of high-volume, low- “Adopters of an Account Based engagement tactics. Everything strategy are seeing New customer acquisiton Helps acquire new customers, Performance improves as it takes far fewer significant lift in engagement particularly high value targets leads to secure an appointment. rates, pipeline per account, The voracious need for net new leads and upsell/cross-sell numbers.” decreases as you waste less time on Craig Rosenberg low-potential situations and invest more Pipeline velocity time in relevant interactions. Co-founder and Chief Analyst, TOPO Accelerates velocity of existing Mutual respect grows as everyone in sales opportunities at target accounts and marketing recognizes the value and contribution of their colleagues. You learn faster as more of your team gets direct Account expansion engagement with the people who matter most. Drives expansion (upsell + cross-sell) You grow faster taking the big revenue steps at existing accounts that only big deals can deliver. You scale up based on success, with your costs rising directly with your pipeline. 27