abm-strategy

# ABM Strategy ## Overview ABM is not "send a gift and call it ABM." It's a systematic approach to treating accounts as markets of one — aligned sales and marketing motions against a curated set of target accounts. This skill designs the full ABM program: tier selection, account intelligence, channel orchestration, and measurement. ## When to Use - "Design our ABM strategy" - "Set up account-based marketing" - "Build a target account program" - "How do we run ABM?" - "Account selection for enterprise" ## Authoritative Foundations - **ITSMA ABM Framework** — Three tiers of ABM: Strategic (1-to-1), Scale (1-to-few), Programmatic (1-to-many). Each tier has different investment, account count, and personalization depth. - **TOPO Account-Based Framework** — Account selection, insights, plays, metrics. The six roles in an ABM team: ABM lead, account exec, SDR, field marketing, content marketing, marketing ops. - **Winning by Design Bowtie** — ABM lives between marketing (left side) and sales (center), bridging awareness through close and into post-sale expansion. - **Lars Nilsson — Account-Based Sales Development (ABSD).** The SDR execution layer of ABM, created at Cloudera and scaled across 100+ SDRs at Snowflake. Account selection on **buying signals** (intent surge, job posts, funding) not hunches; SDR + AE + vertical SME co-author 3-email sequences from a use-case library; multi-persona outreach in 50–250 contact chunks; quality of engagement over volume ...