If you just started a new role and inherited an ABM platform, you’re probably feeling two things at the same time.

I’ve heard this story a lot lately.

One marketer said they were paying more than $200k a year for an ABM platform.

Another had just joined a company and was already being asked how they planned to justify a tool that was purchased before they arrived.

Here’s the hard truth:

Tech does not create ROI on its own.

And the fastest way to stall your momentum is trying to force quick wins out of cold accounts.

If you want results quickly, and efficiently, you need to start somewhere else.

Closed-lost opps are one of the most underused assets in B2B marketing.

And they are often the best place to build an ABM foundation, especially when you need early wins.

Here’s why.

Whether formally or informally, SDRs spend a lot of time revisiting closed-lost deals.

The problem is they usually do it without a clear strategy, without marketing support, and without consistent messaging.

ABM gives you the chance to wrap structure, targeting, and coordination around work that is already happening.

That alone creates alignment and momentum fast.

This is the data point most teams overlook.

When I was at Clari, we analyzed our customer base and found something surprising but consistent.

Our customers averaged at least seven closed-lost opps before becoming customers.

That means closed-lost does not mean poor fit.

It often means timing, budget, priorities, or internal change.

If someone has evaluated your product multiple times, they are not low intent.

They are unresolved intent.

Closed-lost opps come with built-in advantages that cold accounts never will.

You already know:

That context is gold.

It allows marketing to support SDRs with messaging that actually reflects reality instead of generic personas.

It also shortens the path to meaningful conversations.

You are not introducing yourself.

That familiarity changes everything.

Meetings happen faster.

Conversations go deeper.

And the path from meeting to opportunity is much shorter.

In the past I know I’ve sounded like I’m anti-ABM platforms.

I’m not, trust me.

But tools amplify strategy. They do not replace it.

If you are trying to show ROI from an ABM investment, especially a large one, you need a GTM strategy that sales believes in first.

Closed-lost opps give you:

Once that foundation is in place, your ABM platform becomes incredibly effective.

That is when ROI shows up.

Start where momentum already exists.

Closed-lost opps are not a backup plan.

They are often the most logical first step.

If you want help building a closed-lost focused ABM strategy that aligns with sales and makes better use of the tech you already have, let’s talk through it together.

👉 Book time with me and we’ll start with your data and your goals

This is how ABM stops feeling theoretical and starts producing results.