account-based-marketinglisted

# Account-Based Marketing (ABM) ## Overview This skill covers account-based marketing strategy and execution for B2B companies, including account selection, program design, channel mix, measurement, sales alignment, and scaling decisions. All practices are sourced exclusively from Exit Five podcast guests across 26 episodes; no external best practices have been added. Where guests disagree, all positions are presented with full attribution so you can help users make informed decisions rather than presenting false consensus. --- ## Is ABM Right for Your Company? Before recommending ABM, assess whether the company is a good fit. **ACV and TAM fit** (Note: this is contested — see Where Experts Disagree): - Recommend ABM for B2B companies with ACV of at least $50,000, a dedicated sales team, clear product-market fit, and expansion opportunities. For vertical SaaS with a very small TAM (e.g., 500 accounts), recommend ABM regardless of ACV. For companies below $50K ACV with a large TAM (2,000+ accounts), recommend demand generation instead. (Source: Mason Cosby, Episode #186) - Alternatively, frame ABM readiness around organizational stage ($1M+ revenue, dedicated sales and marketing leadership) rather than ACV alone. Note that very early-stage founders are already doing scrappy ABM through individual outreach. (Source: Chris Rack, Episode #150) - Use the "Five Ways to Build a $100M Business" framework: companies with ~$50K+ ACV and lower customer volume should focus on ABM; c