They have a strategy problem.

This is something I saw over and over again while working at Terminus.

Teams would want to buy an ABM platform with the hope that everything would snap into place once they had stronger insights, better targeting, or more automation.

But the same pattern kept repeating.

The platform didn’t fix:

Not because the platform couldn’t help, but because tech can’t replace the foundation of ABM.

And I say this as someone who loves ABM software.

Dear god, I wish I had access to one again today.

(Please don’t send your SDRs after me, it’s not happening).

The issue is not the tool. The issue is the order of operations.

An ABM platform is incredible at amplifying what works.

It is terrible at fixing what isn’t defined yet.

Before you ever take a sales call, you need clarity on two things:

If you cannot answer this, the sales rep and tech cannot help you.

Your strategy has to start with a real problem you are trying to solve.

For example:

The goal becomes the filter for every decision that follows.

This is where most ABM strategies fall apart.

You can have the best intent data in the world, but if your Sales team does not trust your target accounts and the why behind them, then nothing else matters.

Alignment is not a one-off meeting.

Alignment is shared ownership of the plan.

Once those two things are locked, ABM finally has a backbone.

Then, and only then, does technology become powerful.

When strategy and alignment are already established, tech shines in three areas:

You can see buying signals earlier and tailor outreach with more precision.

You can track movement across the account funnel, not random vanity metrics.

Your ads, outbound, and content finally work together instead of operating in separate channels.

But none of this works if there is no foundation underneath it.

A platform can optimize a strategy. It cannot create one.

It does not mean you bought the wrong tool.

It likely means you started with the tool instead of the strategy.

If that is where you are right now, let’s fix the foundation first.

👉 Book time with me and let’s talk strategy before Christmas

I can help you build a clear plan that your Sales team supports and your technology can actually amplify.