# ABM Director Playbook

Reference playbook for the abm-director skill. Read the relevant section before producing any ABM artifact.

## Table of Contents

1. Account Selection Methodology
2. Account Plan Deep Dive
3. Buying Committee Engagement Strategy
4. Orchestration Design - By Tier
5. ABM Content Strategy
6. ABM Technology Stack
7. Sales-Marketing Alignment for ABM
8. ABM Measurement and Reporting
9. ABM Program Launch Sequence
10. Common ABM Failure Modes

---

## 1. Account Selection Methodology

### Building the Target Account List (TAL)

**Step 1: Start with the universe**

Pull all accounts that match minimum ICP firmographic criteria from your data sources:
- CRM (existing prospects, closed-lost, customers for expansion)
- Enrichment tools (ZoomInfo, Clearbit, Apollo, LinkedIn Sales Navigator)
- Intent data providers (Bombora, G2, 6sense, TrustRadius)
- Community/product data (community-plg-director signals)

**Step 2: Apply the scoring model**

Score every account using the four-dimension model from SKILL.md (ICP Fit, Engagement/Intent, Strategic Value, Accessibility). Use weighted composite scoring.

**Step 3: Validate with sales**

Present the scored list to sales leadership and AEs. Critical questions:
- "Are your best current opportunities on this list?" (sanity check)
- "Who's missing?" (catches data gaps)
- "Would you invest your time on these accounts?" (ownership test)
- "Which accounts should be Tier 1?" (alignment on highest priority)

**Step 4: Assign tiers and owners**

| Tier | Accounts | Review Cadence | Owner Model |
|------|----------|----------------|-------------|
| Tier 1 | 10-25 | Monthly | Named AE + SDR + Marketing DRI |
| Tier 2 | 50-200 | Quarterly | SDR territory + Marketing cluster owner |
| Tier 3 | 500-2,000 | Quarterly refresh | Marketing-led, SDR-supported |

**Step 5: Establish governance**

- Tier 1 changes require sales + marketing agreement
- Accounts move between tiers based on engagement trajectory
- Accounts exit ABM entirely if: company no longer fits ICP, has been acquired, has gone out of business, or has been disqualified by sales
- New accounts enter based on signal triggers or ICP refresh

### Account Clustering for Tier 2

Group Tier 2 accounts into clusters based on shared characteristics that enable efficient content and campaign creation.

**Clustering approaches:**

| Cluster Type | Basis | Example | Content Implication |
|-------------|-------|---------|-------------------|
| Industry vertical | Shared industry challenges | "Healthcare device management" | Industry-specific case studies and compliance content |
| Use case | Shared primary need | "Jamf replacement" | Displacement content and migration guides |
| Trigger event | Shared situational trigger | "Companies that just raised Series C+" | Growth-stage challenges and scaling content |
| Technology stack | Shared incumbent or tools | "Companies using [competitor]" | Competitive comparison and migration content |
| Company stage | Shared maturity level | "1,000-5,000 employees, DevOps-mature" | Scale-appropriate messaging and proof points |

Best practice: Each cluster should have 10-30 accounts. Fewer = not worth custom content. More = too heterogeneous for meaningful personalization.

---

## 2. Account Plan Deep Dive

### Intelligence Gathering for Tier 1 Accounts

Before writing an account plan, conduct a structured research sprint:

**Public sources (30-60 minutes per account):**
- 10-K/10-Q (public companies): strategic priorities, risk factors, technology investments
- Press releases: recent news, partnerships, product launches
- Job postings: reveals technology priorities, team growth, pain points
- LinkedIn: org structure, key people, recent posts from executives
- G2/TrustRadius reviews: what tools they use and what they say about them
- Conference presentations: executive priorities and perspectives
- GitHub/community: development activity, technology choices

**Internal sources:**
- CRM history: any prior engagement, past opportunities, closed-lost reasons
- Community data: any community members from this organization
- Product telemetry: any free tier or trial usage
- Marketing data: website visits, content engagement, event attendance

**Research output template:**

```
ACCOUNT: [Company]
RESEARCH DATE: [Date]

COMPANY OVERVIEW:
  Business model: [What they do, how they make money]
  Recent developments: [Funding, acquisition, leadership change, product launch]
  Technology priorities: [Based on job postings, press, conference talks]

KEY PEOPLE:
  [Name] - [Title] - [LinkedIn URL] - [Notes: recent posts, shared connections]
  [Name] - [Title] - [LinkedIn URL] - [Notes]

CURRENT TECHNOLOGY:
  Known tools in our category: [Incumbent solutions]
  Related tools: [Adjacent technology that affects buying decision]
  Source: [How we know - job posting, BuiltWith, community, direct intel]

STRATEGIC PRIORITIES:
  [Priority 1] - Source: [10-K, press release, job posting]
  [Priority 2] - Source: [...]

PAIN HYPOTHESES:
  Based on research, we believe they may be experiencing:
  1. [Pain hypothesis] - Evidence: [what suggests this]
  2. [Pain hypothesis] - Evidence: [...]

ENTRY STRATEGY RECOMMENDATION:
  Primary approach: [Which pain to lead with, which persona to target first]
  Relationship leverage: [Any existing connections, community members, mutual contacts]
  Timing factors: [Contract renewal, compliance deadline, budget cycle]
```

### Account Plan Review Process

**Biweekly Tier 1 Review (30 min per account):**

```
AGENDA:
1. PROGRESS UPDATE (AE presents, 5 min)
   - New contacts engaged since last review
   - Meetings held and key takeaways
   - Pipeline stage (if opportunity exists)

2. ENGAGEMENT ASSESSMENT (Marketing DRI, 5 min)
   - Account engagement score trend
   - Content consumed by the account
   - Ad engagement and web activity

3. OBSTACLE IDENTIFICATION (Group discussion, 10 min)
   - What's blocking progress?
   - Which stakeholders are we missing?
   - Competitive threats?

4. NEXT ACTIONS (All, 10 min)
   - Who does what by when?
   - What content or assets are needed?
   - Does the approach need to change?
```

---

## 3. Buying Committee Engagement Strategy

### Multi-Threading Methodology

At enterprise ACV, single-threaded deals are high-risk deals. ABM must drive engagement across the buying committee.

**Minimum viable multi-threading by deal size:**

| ACV | Minimum Contacts | Minimum Roles | Target |
|-----|-----------------|---------------|--------|
| $50-100K | 3 | 2 (champion + evaluator) | 4-5 across 3 roles |
| $100-250K | 4 | 3 (champion + evaluator + EB) | 5-7 across 4 roles |
| $250K+ | 5 | 4 (champion + evaluator + EB + influencer) | 7-10 across 5 roles |

**Multi-threading tactics by channel:**

```
SDR OUTREACH:
  - Primary: Champion persona
  - Secondary: Technical evaluator
  - Approach: Different messaging per persona, same account context

LINKEDIN (SDR + AE + Executive):
  - SDR connects with champion and evaluator
  - AE connects with economic buyer and influencers
  - Executive connects with peer-level contacts (CIO→CIO, CTO→CTO)

MARKETING:
  - LinkedIn ads targeting all buying committee titles at the account
  - Personalized content for each persona role
  - Event invitations to relevant stakeholders

EXECUTIVE ENGAGEMENT:
  - CEO/CRO sends personalized note to economic buyer
  - Invitation to exclusive executive dinner or roundtable
  - Peer introduction through board network or investor connections
```

### Stakeholder Mapping Template

```
ACCOUNT: [Company]

                     INFLUENCE
                    High    |
                            |
    BLOCKER ────────────────┼──────────── CHAMPION
    [Name, Title]           |             [Name, Title]
    Concern: [...]          |             Motivation: [...]
    Strategy: [...]         |             Strategy: [...]
                            |
                            |
    PASSIVE ────────────────┼──────────── SUPPORTER
    [Name, Title]           |             [Name, Title]
    Status: [...]           |             Interest: [...]
    Strategy: [...]         |             Strategy: [...]
                            |
                   Low      |
         Against <──────────┼──────────> For
                     DISPOSITION
```

---

## 4. Orchestration Design - By Tier

### Tier 1 Orchestration - Detailed Weekly Playbook

**Pre-Launch (Week 0): Account Research + Planning**
- Complete account research template
- Identify all buying committee members
- Select personalized content and messaging angle
- Brief AE, SDR, and executive sponsor
- Set up account-level tracking in CRM and ad platforms

**Phase 1: Awareness (Weeks 1-3)**

| Week | Channel | Action | Owner |
|------|---------|--------|-------|
| 1 | LinkedIn Ads | Launch buying committee targeting campaign | Marketing |
| 1 | SDR Email | Personalized email to champion | SDR |
| 1 | Executive LinkedIn | Connection request to economic buyer | Exec Sponsor |
| 1 | Direct Mail | Send relevant book or custom report | Marketing |
| 2 | SDR Phone | Call champion (reference email) | SDR |
| 2 | SDR LinkedIn | Connect with technical evaluator | SDR |
| 2 | Content | Share relevant case study via SDR | SDR + Marketing |
| 3 | SDR Email | New angle email to champion | SDR |
| 3 | AE LinkedIn | Engage with champion's content | AE |
| 3 | Event | Invite champion to relevant webinar/dinner | Marketing |

**Phase 2: Engagement (Weeks 4-8)**

| Week | Channel | Action | Owner |
|------|---------|--------|-------|
| 4 | SDR | Follow up on any engagement signals | SDR |
| 4 | Marketing | Personalized landing page live for account | Marketing |
| 5 | Executive | Personalized video from CEO to EB | Exec Sponsor |
| 5 | SDR | Second stakeholder outreach begins | SDR |
| 6 | Content | Custom industry brief delivered | Marketing |
| 6 | AE | Direct outreach if engagement established | AE |
| 7 | Event | Host account-specific workshop or assessment | AE + SE |
| 8 | All | Evaluate engagement, decide: continue/pivot/pause | All |

**Phase 3: Conversion (Weeks 9-12)**

| Week | Channel | Action | Owner |
|------|---------|--------|-------|
| 9 | AE | Formal meeting request with specific agenda | AE |
| 10 | AE | Discovery meeting (if accepted) | AE |
| 10 | Marketing | Retargeting intensifies for account | Marketing |
| 11 | AE | Technical deep dive / demo | AE + SE |
| 12 | AE | Proposal / next steps | AE |

### Tier 2 Cluster Campaign Template

```
CLUSTER: [Name]
ACCOUNTS: [N]
SHARED CHARACTERISTIC: [What unites this cluster]
DURATION: 90 days

CAMPAIGN ELEMENTS:

DIGITAL:
  - LinkedIn campaign: [Budget], [Targeting criteria], [Ad creative themes]
  - Retargeting: Website visitors from cluster companies
  - Content syndication: [Platform], [Asset], [Targeting]

EMAIL (SDR-executed):
  - 6-touch sequence over 28 days
  - Cluster-specific messaging (same template, different from other clusters)
  - Personalization layer: company name, industry reference, trigger event

CONTENT:
  - 1 cluster-specific case study
  - 1 cluster-specific whitepaper or guide
  - 1 cluster-specific landing page

EVENTS:
  - 1 virtual roundtable for cluster accounts (panel + discussion)
  - Topic: [Relevant to cluster's shared challenge]

DIRECT (top 10 accounts in cluster):
  - Personalized outreach from AE
  - Custom element: handwritten note, relevant book, or tailored report

TIMELINE:
  Week 1-2: Launch digital + begin SDR sequences
  Week 3-4: Content distribution + direct outreach to top 10
  Week 5-6: Virtual event + follow-up sequences
  Week 7-8: Intensify on engaged accounts
  Week 9-12: Conversion push on warm accounts
```

### Tier 3 Programmatic Playbook

```
ALWAYS-ON ELEMENTS:
  - LinkedIn ads targeting ICP titles at Tier 3 accounts
  - Retargeting for known website visitors
  - Monthly email newsletter (opted-in contacts at Tier 3 accounts)
  - Content syndication targeting ICP firmographics

TRIGGER-BASED ELEMENTS:
  When a Tier 3 account shows engagement signals:
  - Account engagement score exceeds threshold → Promote to Tier 2 evaluation
  - Individual contact engages 3+ times → SDR personalized follow-up
  - Multiple contacts from same account engage → Alert for cluster assignment
  
  Signal sources:
  - Website visits (IP-matched)
  - Content downloads
  - Ad clicks
  - Third-party intent spikes
  - Community/product signals
```

---

## 5. ABM Content Strategy

### Content Pyramid for ABM

```
TIER 1 CONTENT (fully custom):
  - Personalized account briefs
  - Custom ROI analysis for their deployment
  - Personalized video from executive
  - Custom comparison vs. their incumbent
  - Tailored presentation deck

TIER 2 CONTENT (cluster-customized):
  - Vertical/segment case studies
  - Industry-specific whitepapers
  - Cluster landing pages
  - Segment-tailored email templates
  - Roundtable/workshop content

TIER 3 CONTENT (templatized with dynamic elements):
  - Blog posts and guides (persona-targeted)
  - Webinar recordings
  - General case studies
  - Product overviews
  - Email templates with firmographic variables
```

### Content Production Priorities

| Content Type | Impact on ABM | Production Effort | Priority |
|-------------|--------------|-------------------|----------|
| Customer case studies (by segment) | Very High | Medium | Do first |
| Competitive comparison content | High | Medium | Do first |
| Personalized ROI calculators | Very High | High | Do second |
| Industry/vertical guides | High | Medium | Do second |
| Personalized landing pages | Medium-High | Low (if templated) | Do second |
| Custom account briefs | Very High | High (per account) | Tier 1 only |
| Executive video messages | High | Low per video | Tier 1 only |

---

## 6. ABM Technology Stack

### Minimum Viable ABM Stack

| Function | Tool Category | Examples | Tier Relevance |
|----------|--------------|---------|----------------|
| CRM | Core platform | Salesforce, HubSpot | All tiers |
| Account identification | Enrichment | ZoomInfo, Clearbit, Apollo | All tiers |
| Intent data | Signal source | Bombora, G2 Buyer Intent, 6sense | Tier 2-3 |
| Advertising | Account targeting | LinkedIn Campaign Manager, Terminus, RollWorks | All tiers |
| Sequencing | Outreach execution | Outreach, Salesloft, Apollo | All tiers |
| Content personalization | Dynamic content | Mutiny, Uberflip | Tier 1-2 |
| Direct mail | Physical touchpoint | Sendoso, Reachdesk, Postal | Tier 1 |
| Analytics | Measurement | Demandbase, 6sense, HubSpot ABM | All tiers |

### Budget-Conscious Stack (for companies starting ABM)

```
MINIMUM: CRM + LinkedIn Ads + Sequencing tool + Manual research
COST: ~$2-5K/month (excluding ad spend)
CAPABILITY: Can run Tier 1 (manual) + Tier 2 (semi-automated)

GROWTH: Add intent data + enrichment + direct mail platform
COST: ~$5-15K/month (excluding ad spend)
CAPABILITY: All three tiers with moderate automation

SCALE: Add ABM platform + content personalization + advanced analytics
COST: ~$15-40K/month (excluding ad spend)
CAPABILITY: Full ABM program with account-level attribution
```

---

## 7. Sales-Marketing Alignment for ABM

### The ABM Operating Agreement

Before launching ABM, sales and marketing must agree on:

```
1. ACCOUNT SELECTION: Joint approval of Tier 1 and Tier 2 accounts
2. ROLES: Who does what - clear RACI for each orchestration element
3. SLAs:
   - Marketing commits to: [X Tier 1 orchestrations, Y Tier 2 campaigns per quarter]
   - Sales commits to: [Follow up on Tier 1 activities within 24 hours]
   - SDR commits to: [Execute assigned sequences within 48 hours of trigger]
4. MEETING CADENCE:
   - Tier 1 biweekly reviews (AE + Marketing DRI)
   - Tier 2 monthly reviews (SDR Manager + Marketing)
   - Quarterly ABM program review (Sales + Marketing leadership)
5. METRICS: Shared accountability for account engagement and pipeline
6. ESCALATION: How to handle disagreements on account priority or approach
```

### Common Alignment Breakdowns and Fixes

| Problem | Symptom | Fix |
|---------|---------|-----|
| Sales doesn't follow up on ABM activities | Engagement generated but no meetings | Enforce SLA + make follow-up visible in shared dashboard |
| Marketing runs generic campaigns to ABM accounts | "ABM" that's really just targeted demand gen | Require account-level customization for Tier 1, cluster customization for Tier 2 |
| Account lists are stale | Outreach to wrong companies, wasted budget | Quarterly refresh with joint sales-marketing review |
| No shared metrics | Teams optimize for different goals | Single dashboard with shared KPIs |
| Executive engagement not happening | Tier 1 accounts lack senior touchpoints | Calendar dedicated executive time; make it non-optional |

---

## 8. ABM Measurement and Reporting

### ABM Dashboard

**Account-Level Metrics:**

| Metric | Definition | Target |
|--------|-----------|--------|
| Account penetration | % of Tier 1 accounts with 2+ engaged contacts | >70% at 90 days |
| Buying committee coverage | Avg stakeholders engaged per Tier 1 account | 3+ |
| Account engagement score | Composite of all touchpoints at account level | Increasing trend |
| Account progression | % of accounts advancing through ABM funnel stages | >30% per quarter |

**Pipeline Metrics:**

| Metric | Definition | Target |
|--------|-----------|--------|
| ABM-sourced pipeline | Pipeline generated from ABM target accounts | Per program target |
| ABM-influenced pipeline | Pipeline where ABM touchpoints preceded opportunity | 2-3x sourced |
| ABM pipeline velocity | Avg days from first ABM touch to opportunity | Faster than non-ABM |
| ABM win rate | Close rate on ABM-sourced/influenced deals | Higher than non-ABM |

**Efficiency Metrics:**

| Metric | Definition | Target |
|--------|-----------|--------|
| Cost per engaged account | Total ABM spend / accounts with meaningful engagement | Decreasing QoQ |
| Cost per ABM meeting | Total ABM spend / meetings from ABM accounts | <$1,000 for Tier 2-3 |
| Cost per ABM opportunity | Total ABM spend / opportunities from ABM accounts | Track and improve |
| ABM ROI | Revenue from ABM accounts / total ABM investment | >3x annually |

### Reporting Cadence

| Report | Audience | Cadence | Content |
|--------|----------|---------|---------|
| Tier 1 account dashboard | AE + Marketing DRI | Real-time (CRM) | Per-account engagement and pipeline |
| ABM weekly digest | Sales + Marketing team | Weekly | Top engaged accounts, meetings booked, pipeline created |
| ABM program review | Sales + Marketing leadership | Monthly | Program metrics, ROI, account progression |
| ABM executive summary | CRO + CMO | Quarterly | Strategic impact, investment justification, program adjustments |

---

## 9. ABM Program Launch Sequence

### 90-Day Launch Plan

**Days 1-30: Foundation**
- Finalize ICP and account scoring model (with gtm-strategist)
- Build target account list and assign tiers
- Sales-marketing alignment meeting: agree on operating model
- Set up tracking infrastructure (CRM fields, ad targeting, dashboards)
- Begin Tier 1 account research

**Days 31-60: Pilot**
- Launch Tier 1 orchestration for 5-10 accounts (not all at once)
- Launch one Tier 2 cluster campaign
- Begin Tier 3 programmatic advertising
- Weekly reviews: what's working, what needs adjustment
- Create first ABM-specific content pieces

**Days 61-90: Scale**
- Expand Tier 1 to full account list
- Launch second Tier 2 cluster
- Optimize Tier 3 based on signal data
- First full program review with metrics
- Adjust scoring thresholds based on early data

---

## 10. Common ABM Failure Modes

| Failure Mode | What Happens | Prevention |
|-------------|-------------|------------|
| "ABM" that's really just targeted email blasts | No multi-channel orchestration, no account plans, no personalization | Define minimum ABM standard: Tier 1 = 5+ channels, Tier 2 = 3+ channels |
| Too many Tier 1 accounts | Can't sustain personalization for 50+ accounts | Hard cap: 25 max, ideally 10-15 to start |
| No sales buy-in | Marketing runs programs, sales ignores them | Joint account selection, shared metrics, SLA with accountability |
| Vanity metrics | Reporting on impressions and clicks, not pipeline | Account-level metrics only: engagement, meetings, pipeline, revenue |
| Set and forget | Launch campaigns and don't iterate | Biweekly Tier 1 reviews, monthly program reviews |
| Content not customized enough | Tier 1 accounts get the same content as Tier 3 | Enforce content pyramid: custom for Tier 1, cluster for Tier 2 |
| Wrong accounts | List built on firmographics only, no intent signals | Incorporate engagement/intent data into scoring (35% weight) |
| Measurement impossible | No tracking infrastructure before launch | Build CRM fields, account tagging, and dashboards before Day 1 |
