How to tackle the challenge
1. Build a tiered ABM operating model
Trying to apply the same level of personalization to every target account is a recipe for failure. A tiered ABM model allows you to align effort with opportunity, balancing strategic investment with scale.
Start by tiering accounts based on firmographic data, intent signals, relationship strength, and revenue potential. Tier 1 accounts (1:1 ABM) might get dedicated content, executive sponsorship, and full orchestration. Tier 2 (1:few) accounts get verticalized or use-case-driven campaigns. Tier 3 (1:many) can be automated using tech platforms and dynamic content.
Actionable Tip: Create playbooks for each ABM tier outlining the channels, tactics, and content types appropriate for that level. This allows teams to execute consistently while freeing up strategic bandwidth for high-value accounts.
2. Align around a shared definition of ABM
Before you launch any programs or invest in technology, it’s essential to get internal alignment on what ABM means for your business. This starts with clear communication at the executive level: Why ABM? What’s the business case? How will it impact revenue, pipeline velocity, or deal size?
Bring together key stakeholders from sales, marketing, customer success, operations, and even finance. Run a collaborative workshop to define your target account criteria, clarify the difference between 1:1, 1:few, and 1:many strategies, and agree on what qualifies an account for ABM inclusion. This creates shared language and expectations from the start.
Actionable Tip: Create an “ABM Manifesto”—a short internal guide that outlines your organization's definition, goals, governance, and guiding principles for ABM. Make it mandatory reading for everyone involved in revenue generation.
3. Empower with the right tech stack
The wrong tech can slow you down just as easily as the right tech can scale your efforts. Audit your current MarTech and SalesTech stack to identify gaps, overlaps, and underutilized tools. Key capabilities to prioritize include intent data integration, real-time engagement tracking, audience segmentation, and campaign orchestration.
Ensure your CRM, marketing automation, and ABM platforms are tightly integrated so data flows freely and no opportunity falls through the cracks. Use AI-powered tools to personalize content dynamically and trigger outreach based on engagement signals.
Actionable Tip: Assign a dedicated ABM operations lead to manage platform integration, data hygiene, and workflow optimization. Their job is to translate strategy into scalable, tech-enabled execution.
Explore other common challenges
How do I design, deploy and manage ABM across my business?
Align teams, unify data, and streamline tech to deploy ABM/ABX at scale—driving measurable impact with consistent execution and regional flexibility.
How can I accurately measure impact of my ABM program?
Set clear goals, align key stakeholders, and track KPIs across the buyer journey to reveal ABM/ABX performance, ROI, and valuable executive insights.
How can I effectively scale my ABM or ABX program?
Unite strategy, proven workflows, automation, and RevTech to scale ABM/ABX—delivering personalized engagement and driving sustainable growth.
How can I leverage AI into my ABM programs to achieve scale?
Leverage AI-powered insights to target accounts, personalize messaging, and accelerate engagement—driving deeper connections and stronger revenue.
How can I build pipeline using demand gen into my targeted accounts?
Use demand gen, intent signals, and buying group data to build awareness, fuel pipeline momentum, and accelerate revenue progression.
4. Measure what matters across the funnel
ABM success isn’t just about leads or MQLs—it’s about impact on business outcomes. Move beyond vanity metrics and start measuring what truly matters: account engagement, opportunity creation, velocity, win rates, and revenue influence.
Use engagement dashboards to track account progression and identify stall points. Set up attribution models that reflect the multi-threaded nature of ABM. Most importantly, ensure sales and marketing are using shared metrics to evaluate success.
Actionable Tip: Implement an “ABM Scorecard” that’s reviewed monthly by both marketing and sales leadership. Include metrics for coverage (do we have the right contacts?), engagement (are they interacting?), and impact (are they converting?).
