Build a strategy that sales believes in and measure what matters
Great targeting fails without the right plays and the right scorecard. This step of the journey translates insights and signals into an executable go-to-market strategy, avoiding vanity numbers, with metrics that prove business impact.
What this involves
- Play design – define sales and marketing plays using our Multi-Badge MQA™ method (Expansion, Growth-Spike, Tech-Refresh, Intent-Surge).
- Message architecture – align talk tracks, campaign angles, and content with the real problems segments face.
- Channel plan – decide what’s Tier 1 (1:1 outreach), Tier 2 (cluster campaigns), Tier 3 (programmatic).
- Metrics definition – shift focus from MQLs to engagement quality, pipeline velocity, deal size, and win rate.
- Sales alignment – co-build dashboards and cadences with sales so the metrics are trusted and used.
The expected outcome
- A clear ABM playbook for each tier — with rules of engagement that both sales and marketing follow.
- A shared measurement framework tied directly to revenue.
- A practical campaign roadmap for the next 90 days.
- Credibility with leadership, because results are tracked in business terms.
FAQs on ABM Strategy
An ABM strategy defines the plays, channels, and metrics that connect account engagement to revenue. It’s not just a campaign plan, but a framework for how your GTM teams work together.
We move beyond MQLs. Success is measured through metrics like pipeline velocity, account engagement, opportunity creation, and expansion revenue.
Demand gen metrics measure volume. ABM metrics measure impact. Without aligning on ABM-specific metrics, you risk looking busy but not moving revenue.
Want to know more?
Book a 30‑minute working session. We’ll review your current pipeline, pick one segment, and outline a pilot you can start immediately.