In partnership with
The biggest challenge with ABM?
“How do you actually select target accounts?”
Not in theory.
Not in a framework slide.
But in practice.
So this week, I want to give away the exact process I’ve used when building an ABM strategy from 0-1.
Step 1: Know your business priorities
Before I touch the CRM, I get clear on one thing:
Where is the business trying to grow right now?
This should be coming down directly from the board and the c-suite.
Examples:
Vertical expansion
Enterprise expansion
Cross-sell or upsell
New product motion
This matters because ABM only works when it’s anchored to a real company priority.
Without that, account selection becomes subjective fast.
This priority becomes the filter for everything that follows.
Step 2: Build the initial account list
Once the priority is clear, I pull an initial set of accounts that support it.
If the goal is:
Vertical expansion, I drill into a specific sub-vertical within the vertical
Enterprise expansion, I drill into a specific vertical and then a sub-vertical
This step is about getting super specific early so:
Messaging is clearer
Personas are easier to define
SDRs have a clearer direction
At this point, I’m still casting a relatively wide net.
Step 3: Filter by closed lost opportunity history
From that initial list, I narrow down to accounts that have:
Multiple closed lost opportunities
With the most recent loss in the last 12–18 months
(sometimes longer if volume is limited)
Why? Because these accounts:
Already know who you are
Have identified pain you solve
Have real context documented in the CRM
This isn’t cold demand. It’s delayed demand.
And it converts very differently.
Step 4: Pressure-test the list with SDRs
This is the step most teams skip and it’s where alignment actually happens.
I partner directly with the SDR org to:
Review each closed lost reason
Read AE notes from prior opportunities
Exclude accounts lost for reasons we can’t influence
This does two important things:
It ensures we’re focusing on the right intent
It makes SDRs part of the process, not just recipients of a list
By the end of this step, we’re not debating whether the accounts make sense.
We’re aligned.
Why this works
This process:
Removes guesswork from account selection
Uses data SDRs already trust
Creates immediate alignment
Gives SDRs confidence in outreach
It’s not flashy. It’s just effective.
And once you have this list, everything else gets easier.
If you want a more detailed look at this playbook, reply to this email “Playbook” and I’ll send you the 3-page document with my step-by-step instructions.
From 0-1: Launch + Build Pipeline within 90 Days
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Step-by-Step Guide to Building a 1:Few ABM Strategy
Building a 1:Few ABM Strategy for Vertical Expansion
