Growth & Revenue
Stop talking to everyone. Choose your target accounts.
Account-based marketing (ABM): how marketing and sales jointly select the accounts that matter most and pursue each one with a tailored approach.
PDF guide (22 pages) + Excel spreadsheet · Free
The guide and spreadsheet are currently in Portuguese.
Who it is for
- You sell B2B and a handful of accounts drive most of your revenue.
- You generate plenty of small leads, but few high-value deals.
- Decisions involve multiple stakeholders, but you are only talking to one.
- Marketing and sales disagree on who the ideal customer is.
- Your sales cycle is long and deals go cold midway through.
What you get
The PDF guide
A 22-page PDF guide with an end-to-end example: Architecture · Ideal Customer Profile · Account Lists and Tiers · Buying Committee · Account Plan · Cadence and SLAs · Pipeline and Metrics. Wraps up with a one-page summary, common mistakes, a glossary, and a first-days checklist.
The Excel spreadsheet
An Excel spreadsheet with 7 connected tabs, pre-filled with an example (Atlas Industrial Software, a plant-floor MES): ICP · Accounts · Decision-Makers · Account Plan · Cadence · Account Pipeline · Dashboard. Replace the yellow inputs with your data and everything recalculates, complete with red, yellow, and green status indicators.
How to use it
- 1
Score and select your accounts
fit, potential, and timing, across a pilot of 15 to 30 companies.
- 2
Map the buying committee
decision-makers, influencers, end users, and potential blockers in every account.
- 3
Build the account plan
the value hypothesis, sequenced actions, and dated next steps.
What changes in your business
Focus effort where the revenue is: conversations with true decision-makers, shorter sales cycles, and larger deals.
Frequently asked questions
What is ABM?
Account-based marketing (ABM): marketing and sales jointly select target companies and pursue each one with tailored campaigns.
How many accounts should I include in an ABM program?
To start, the kit suggests a 10-account pilot. The right number is whatever your team can realistically manage.
Does ABM work for small companies?
Yes, as long as you sell high-ticket deals to a select group of accounts. The buyer's size matters much more than the seller's.
Other tools on this front
Free material
Where does your growth stall?
A practical 60-minute diagnostic to run with your leadership team. Walk away with your bottleneck, the evidence, and a 7-day plan.