ABM readiness scorecard: 15 questions to answer before you buy an ABM platform
Most ABM programs struggle because the foundations were not ready, not because the platform was wrong. This scorecard asks 15 questions across five areas, gives you a score out of 30 and a readiness tier, and tells you what to fix first, including when to delay buying a platform.
For CMOs, demand generation, ABM and RevOps leaders. Opens on this page; a written copy follows by email.
What you get in the full scorecard
- 15 questions across five areas
- A score out of 30 and three readiness tiers
- What to fix first for each tier
- When to delay a platform purchase
Score these three questions now (0, 1 or 2 points each)
- Sales has agreed a named list of target accounts for this quarter.
- Every target account in the CRM has an owner, a tier and up-to-date firmographics.
- You can report meetings and opportunities by account, not only by lead.
ABM readiness scorecard: 15 questions before you buy a platform
Most ABM programs struggle because the foundations were not ready, not because the platform was wrong. This scorecard asks 15 questions across five areas, gives you a score out of 30 and a readiness tier, and tells you what to fix first, including when to delay buying a platform.
Account-based marketing
Campaigns for sales-approved target accounts, by tier and buying role.
About this scorecard
How long does the scorecard take?
About ten minutes with your CRM open. It works best when marketing and sales answer it together.
What if we score low?
That is useful. The tier tells you what to fix first so your first ABM spend is not wasted.
