Closed-lost → closed-won

Here’s a truth I wish more people said aloud:

You don’t need the newest platform or the most expensive tech stack to select the right target accounts.

What you need is smarter logic, the right data in hand, and execution that aligns with your growth goals.

We had a list of accounts. We had tools. Yet our ABM program was still grounded.

Instead of getting lost in the tech, we took a step back and asked:

“What is the warmest path to creating conversations?”

We landed on closed-lost opportunities.

Why? Because they already knew us. They already had interaction. They had signals. Maybe timing was off. Maybe the fit wasn’t perfect. But the door wasn’t completely shut.

So we built our account selection process around it:

Because we didn’t chase “new accounts only,” we found a faster path to traction.

We didn’t invest in more tech. We didn’t wait months to build a Frankenstein stack.

We simply re-focused our list on where we had the warmest paths.

Within a few weeks, our SDRs and marketing team were operating from the same list.

Sales engagement improved. Meetings booked increased. The pipeline grew.

You can read the full case study here.

Before you ask for another tool, ask your team:

“Are closed-lost opportunities our next best target?”

Then:

This is the same logic we used to move from “we need tech” → “we need clarity.”

P.S.
This case study principle is part of the foundation of the ABM Targeting System — the working session where we rebuild your targeting logic from GTM goals to account list, using the data you already have.

If you’re tired of chasing platforms and want to get moving this quarter, let’s talk.

👉 Book your 30-min ABM audit here.