o big ther oge t: twt t t Based Sales ough ounelopmen c v art 3c When ABSD makes sense P A Deideas br Account Based Sales Development isn’t the When you’re selling across disciplines answer for every B2B company or every Big, multi-disciplinary buying teams can kill challenge. But if the following things are true for a deal faster than you can say, “Bob doesn’t The Tiger Team your business, ABSD is probably your best bet: like it.” The more people involved in making Some companies sell to lots of small- or influencing a purchase, the more you need ABSD. and mid-size customers as well as to When big deals matter big enterprises. For this kind of mix, If big deals are 10-20 times bigger than average When inbound just isn’t fast enough we’re seeing a two-pronged approach: deals, ABSD is a no-brainer. These big deals When you can’t sit around waiting for great a general sales development effort for don’t just justify the effort, they demand it. deals to get swept up into your demand-gen the wider market and a specialist, ‘tiger nets – or when your inbound efforts are starting team’ for landing the big accounts. When you can identify your ideal prospects to see the diminishing returns. If you don’t yet know which accounts might buy, you may not be ready for ABSD. If you do, and can name them, you’re ready. “There’s still a place for what When your deal sizes are six figures we call greenfield [not account ABSD is required for $100k-plus deals. And it’s a based] sales development. really good idea for $50-100k deals. Below £20k If you can sell to a broad range are probably too small. of customers, it can still make When you need sales efficiency sense. But as soon as you’ve got If boosting your opportunity-to-close rates a focused ideal customer profile, would make a big impact, you want ABSD. account based is the way to go.” But if your sales team just needs more at-bats Craig Rosenberg and the quality or size of opportunity is not the issue yet, you may need to wait a while (after all, Co-founder and Chief Analyst, even low-probability opportunities are better TOPO than none!). Hopefully this state won’t last long. 17