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If I were responsible for driving pipeline at a $50M+ SaaS company tomorrow, here’s exactly how I’d build my ABM strategy.
Not hypothetically, literally step-by-step.
Step 1: Get Clear on the One Goal
First, I’d sit down with GTM leadership and ask:
“What is the single GTM objective we need to hit this year?”
Not five objectives. Not a wish list. Just one.
For example:
Open up cross-sell opportunities within top customer accounts
Drive expansion in a new sub-vertical to increase our TAM
Create new opportunities for a neglected product offering
Once we lock that in, everything else flows downstream.
Step 2: Define the Account Universe
If we’re trying to expand within a new sub-vertical for example, I’d avoid the temptation of buying new tech or using black box intent data.
Instead, I’d pull reports within the sub-vertical in our CRM to answer:
✅ Which closed-lost opportunities are worth a second look?
✅ Which churned customers have shown signals they might come back?
✅ Which former champions moved to new companies?
✅ Which partners or investors can open doors?
This is where most ABM strategies fall apart:
They ignore the accounts with pre-existing relationships and instead try to warm cold accounts with campaigns.
Step 3: Involve Sales in the Build
I’d never build the list in a vacuum.
I’d schedule 2–3 working sessions with Sales managers and top-performing reps to:
→ Narrow in on one relationship to focus on
→ Weed out and disqualify certain accounts
→ Document any known context about the accounts
Why?
Because Sales doesn’t trust lists they didn’t help build.
Alignment isn’t a slide deck, it’s shared ownership.
Step 4: Document the Process
The last piece is critical: I’d make sure the entire process is documented so it could be repeated quarterly or bi-quarterly.
A living playbook that answers:
What objective it was tied to
Where the data came from
Which relationship(s) we focused on
How we’ll measure success
That’s what turns one-off campaigns into a system.
Which is exactly why I built The ABM Targeting System.
It’s not a template. It’s not a tool.
It’s the same process I’d run myself if I were accountable for driving meetings and pipeline. Because I have been!
If you want to see how this would work for your team, I just opened up the first seats.
Reply back to this email with “ABM” and I’ll send you the full details.
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