Earlier this year I published a closed lost ABM playbook.
It's still the most-downloaded asset I've ever shipped by a long shot.
Marketing leaders keep coming back to it for one reason: the problem hasn't gone away. The average B2B SaaS company still closes ~20% of qualified opportunities. The other 80% sit in CRM marked "closed lost" and most of them aren't closed lost for product reasons.
They're closed lost because a budget got frozen. A champion left mid-cycle. A procurement decision bundled them into an incumbent's contract. The CFO put a freeze on net-new spend right as the order form was going out.
None of those reasons survive a year, much less three.
That's the pipeline most teams leave on the table.
What's inside the playbook
I'm re-releasing it this week with the same framework that worked at Clari (where it produced over $3m+ in sourced pipeline and helped close lighthouse accounts like Intuitive and Thermo Fisher) and at Movable Ink (where it drove $2M+ in pipeline and $1.1M+ in revenue in six months).
The 8 CRM fields you need before you can run a closed-lost ABM motion. Most teams have 2–3 of these blank, fixing that is the first move.
The 7-step execution framework: prioritize vertical → select accounts → curate messaging → research buying committees → activate channels → set quarterly KPIs → build the operating cadence with SDRs.
A 100-account cohort sizing model with realistic conversion benchmarks: 80% reach, 40% engagement, 15% meetings booked, $1M+ pipeline target.
The exact GTM stakeholders you need on the team: Marketing/PMM + Sales/SDR + RevOps — and how they should partner across the seven steps.
Free. No opt-in.
If you're already running a closed lost motion, or planning one for Q3, hit reply. I read every one, and I'm always trying to learn how teams run this play differently than I do.
