ABM Account Selection Tool

  • Author(s) Bev Burgess
  • Published October 30, 2015
  • 8 Pages
  • Category Engagement & Advocacy, Sales & Field Enablement
  • Type Member Research
  • 8 Pages
  • .PDF Format

Regardless of whether you are starting an Account-Based Marketing (ABM) program, increasing its size and scope, or managing a mature one, account selection has a major impact on potential success. Stack the deck in your favor to ensure that you have the greatest likelihood of meeting your objectives for ABM. How? By making sure that the accounts you select have the best potential to achieve your ABM goals. This Marketing Tool for ABM account selection will help you through the process.

Key Takeaways

  • ABM account selection is the result of a prioritization process that takes into account both the attractiveness of individual accounts and your organization’s relative strength as a potential supplier.
  • The account team’s willingness to engage with marketing is an important factor.
  • While the process is the same for everyone, the criteria and weighting you choose will be determined by your business focus and priorities.
  • The detailed evaluation in your selection process provides a starting point for developing your ABM plans.
This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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