Pipeline planHow to build an ABM target account list that sales will use
By Hojabr Sattari. . 7 minute read.
Build an ABM target account list in five steps: define the ideal customer profile from your best existing customers, score accounts for fit, add timing and intent signals, group the result into tiers that set the level of effort, and agree the final list with sales before any campaign runs. A list that sales helped build gets worked. A list marketing builds alone is usually ignored. Keep the first list small enough to serve properly, then review it every quarter.
Step 1: define the ideal customer profile
Start from customers you want more of, not from every customer. Look at industry, size, geography, technology, buying structure and the problem that led them to buy. Interview a few and note what they have in common. The profile should be specific enough to exclude accounts.
Step 2: score fit
- List the criteria that separate good customers from poor ones: size, sector, tech stack, region, existing relationships.
- Weight each criterion and score every account in your market list.
- Check the top of the list with sales. If they would not call those accounts, change the criteria, not the opinion of sales.
Step 3: add timing and intent
Fit says who could buy. Timing says who is likely to buy now. Useful signals include repeat visits to your site, research on relevant topics, funding or leadership changes, technology changes and prior conversations. Treat these as reasons to prioritize within the fit list, not as a replacement for it.
Step 4: tier the list
- Tier 1: a small group that gets one-to-one effort, named stakeholders and custom plays.
- Tier 2: a larger group that gets one-to-few programs by segment or problem.
- Tier 3: a broad group that gets one-to-many, programmatic advertising and content.
Step 5: agree it with sales
- Review the list account by account with sales leadership and reps.
- Record owners, known contacts and any accounts to exclude, such as active deals or customers.
- Load the list and tiers into the CRM so reporting can compare target and non-target accounts.
- Set a quarterly review so accounts move up, down or off as evidence arrives.
Frequently asked questions
How many accounts should an ABM list have?
Fewer than most teams expect. Size the list to what your team can serve properly: a small Tier 1 for deep work and larger Tiers 2 and 3 for programmatic work. Test with a pilot and expand.
Who should own the target account list?
Marketing and sales jointly, with one named owner who maintains it in the CRM and runs the quarterly review.
Where does the data come from?
Your CRM, past customers, firmographic data providers, intent data and sales knowledge. Check quality before loading.
How often should the list change?
Review it quarterly. Move accounts between tiers on evidence and remove accounts that do not respond or no longer fit.
