Last year, I was hired to build an ABM program from scratch.
No massive tech stack.
No black-box intent data.
No “magical” account scores that no one could explain.
What we did have was:
✅ A sharp outbound team
✅ Years of solid CRM data
✅ Leadership buy-in
But none of that mattered until we answered the most important question:
What GTM goal matters right now?
Because here’s the truth:
If you skip that question, if you don’t align your accounts to a clear business objective, you’re not running an ABM strategy.
You’re just filtering accounts in a spreadsheet.
We asked: Where does the business need impact in the next 90 days?
We focused the list around churned customers.
Why?
Higher win rates.
Higher ACV.
Clear gaps in sales activity.
Once we aligned on that goal, the rest got simple:
• Sales got involved.
• They trusted the list, because they helped shape it.
• Meetings happened.
• Pipeline grew.
• Revenue followed.
And we didn’t buy a single new platform to make it work.
We just used the right data, and built a system around them.
That’s the real unlock.
Because most teams try to solve a strategy problem with more tools.
They throw intent data, engagement signals, and scoring models at the list…
But they haven’t decided what “good” even looks like.
They can’t connect the list to a GTM goal.
And sales is left wondering how this helps them close revenue.
Here’s what I’ve learned helping teams fix this:
1️⃣ Start with the outcome.
Pick one GTM objective; new logos, reactivation, expansion, and align everything to it.
2️⃣ Build with Sales.
If they don’t help build the list, they won’t trust the list.
3️⃣ Start warm.
Your CRM is full of overlooked relationships. Use them.
4️⃣ Make it repeatable.
A great ABM list isn’t a one-off. It’s a system you can run quarterly.
This is why I built The ABM Targeting System: a 60-day sprint to help SaaS teams create a repeatable process for selecting the right target accounts that drive meetings, pipeline and revenue, without adding more tools or headcount.
Because when you do it this way?
You can draw a straight line from your ABM strategy to business impact.
Enrollment opens next Saturday.
If you want the details before I share them publicly, just reply “TARGET” and I’ll send you everything first.
🎯 The ABM Targeting System Starter Guide
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