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Tier 1. Tier 2. Tier 3.
Every ABM playbook teaches the same thing: take your target accounts and tier them by a random collection of data, give each tier different treatment, and then try to align with sales on the list.
Here’s the hard truth.
Your sales team doesn't care about your ABM tiers.
The only tiering mechanism sales cares about is what’s provided by RevOps.
It's not that sales is being difficult. It's that marketing-defined tiers are theater.
They're based on what you hope an account will do, not what they're actually doing. An ABM tier you assigned to sales six months ago doesn't override what RevOps and the CRO has told them.
The fix isn't necessarily to stop tiering, it's to flip when you tier.
Here's what we're doing for cross-sell at Sphera.
Step 1: Build the 1:Few cohort.
We identified 70+ accounts for cross-sell this year. Selection criteria: existing customer, product gap mapping to a new product in our suite, and recent usage.
All 70+ get the same 1:Few treatment with specific messaging, content, and tactics tied to the cross-sell narrative. One motion across the cohort.
Step 2: Flag the "whale" accounts within the cohort.
Inside that 70+, there are 4–5 accounts that aren't just cross-sell candidates. They're transformational. Selection criteria: current ACV, product usage breadth, strategic logo value, wallet size if they expand.
If these 4–5 add a new product to their suite, the math on the entire motion changes for the year.
They're flagged. They don't get different treatment yet.
Step 3: Run the 1:Few. Watch for increased engagement and sales conversations.
Execute the campaign across all 70+ accounts. Email sequences, cluster-specific landing pages, paid ads, sales outreach tied to the cross-sell narrative.
The whales stay inside the same motion. We watch which accounts engage, if new meetings are booked and if there are conversations the AE flags as real.
Step 4: When a whale surfaces, escalate to 1:1.
Now the bespoke work begins. Custom digital experiences for that account. Executive workshops with their team and ours. Content built around their specific decision criteria.
The 1:1 budget, which is expensive and hard to scale, is reserved for accounts that serve a specific purpose to our cross-sell goals and have qualified themselves with initial conversations with our sales team.
The 1:Few cohort is how you drive and convert engagement. The 1:1 escalation is how you create those bespoke experiences that will help guide your top accounts through the sales funnel.
Your test to run this week for every account getting 1:1 treatment right now, ask:
Do these accounts get us one step closer to our company goals? Or did marketing randomly assign them as 1:1 accounts six months ago?
Stuck building or refreshing your ABM strategy?
I'm taking on 3 new ABM consulting clients this quarter.
In 60 days together, you'll have:
A target account list tied directly to revenue goals
A sales-aligned motion your reps will actually run
A measurement framework your CMO will trust
Past clients have used this work to build $500K+ pipeline from churned accounts and double cross-sell conversion.
Not a fit for teams without a defined ICP or under 50 employees.
