GTMap · Motions

Account-based marketing

Treating a short list of named accounts as markets of one: the whole buying committee, several channels, a message built for that company.

ABM is the opposite of volume. Instead of a thousand contacts and a template, it is fifty accounts and a plan per account: who sits on the committee, what they each care about, which channel reaches each of them, and what the account would need to see to move.

It only pays when deals are large enough to fund the effort, and it only works when sales and marketing run the same list. ABM with a marketing list and a sales list is two motions pretending to be one.