ABM Planning Workbook for Account Identification

This guide provides a structured approach to account identification within Account-Based Marketing (ABM) programs. It outlines the necessary steps for both large one-to-one programs and named/industry one-to-many programs, emphasizing the importance of stakeholder collaboration in selecting accounts that align with business priorities. The workbook is divided into three sections: foundational readiness, systems and data readiness, and profile identification. Each section includes specific tasks, such as assessing the alignment of sales and marketing teams, determining the type of ABM program, and evaluating the readiness of data sources. The guide also highlights the significance of defining an Ideal Customer Profile (ICP) to aid in account targeting and prioritization. Additionally, it discusses the need for a data management plan and the integration of marketing automation with CRM systems to enhance the efficiency of the account identification process.