Build your account prioritization framework
Build your account prioritization framework
A 2-hour hands-on live, virtual workshop where you build a three-tier account prioritization framework using your own closed-won deals, and leave with 3 accounts prioritized and ready to work on.
This framework helps you to:
Identify in-market accounts that deserve 1:1 attention, and the playbooks to run with sales right now
Develop clear criteria to identify which accounts are perfect fit and engaged enough to avoid biased opinions like “I feel this is a good account”
Stop wish list targeting, spreading your efforts and budget on hundreds of accounts that won’t convert into pipeline
Increase account-to-pipeline ratio and build joint KPIs with sales: a shared, documented process both teams own.
When: 27th May, 3pm CET - 9am ET.
Format: 2 hours, live, virtual.
For whom: B2B marketing leaders, ABM and demand gen leaders. We highly recommend bringing in sales counterparts (senior sales reps, VP of sales, or Account Executives) to achieve strategic alignment right on the workshop.
Included: deal analysis template, account prioritization template, workshop recording.
Reserve your spot → $99 per seat
"Besides ICP and target account list, we pretty much don't have anything.”
Most B2B marketing teams we’re talking to don't have an account prioritization strategy. They have only a wishlist from sales.
You know the story.
Sales gives a list of 300 named accounts they have prioritized during territory planning. Marketing accepts it and runs campaigns across all of them. A few months later, when there are no pipeline results, SDRs start complaining about cold accounts.
Nobody can explain why the program is not working despite all the strategic work done before on defining ICP, buyer personas, and their pain points.
The real problem is not the list itself, but rather that all accounts are treated the same way. Despite their level of brand awareness, relationship with your company and signals that prove they might be in a buying window.
There is no prioritization strategy that tells you:
What accounts you'd be focusing on right now
What is the intent behind every signal you track
What could be the best next CTA to influence a concrete buyer and what playbooks to use
Without it, marketing runs air cover and broad industry demand gen campaigns in parallel to sales doing cold outreach to the same list of accounts hoping somebody will reply.
But when the targets are missed, sales blames marketing for lack of awareness and no pipeline contribution.
Period.
Account Prioritization Framework
We solve this challenge by jointly creating with sales account prioritization framework that segments all ICP accounts into 3 lists, based on their level of awareness, engagement, and relationship with your brand:
Cluster ICP: Accounts that fit the qualification criteria defined by analysing your best closed won deals, but are unaware you. There is also no clear evidence they have a challenge your product solves, or that they are buying right now. Opportunity likelihood this quarter: <5%.
Future Pipeline: Accounts that hit your vendor awareness criteria and have engaged with your brand, but require further relationship-building to validate their exact needs. Opportunity likelihood this quarter: <30%.
Active Focus: Accounts that demonstrate strong engagement, an established relationship with the buying committee, and strong evidence of product need. These accounts receive 1:1 attention from marketing and sales to create sales opportunities.
By the end of this workshop, you’ll have your own account prioritization framework with clearly defined criteria and rules to move an account from one list to another.
For every list, you define the most appropriate playbooks to run with your sales team.
What you'll learn, work on, and have after the workshop
You'll learn:
How to analyze your best closed-won and closed-lost deals to extract real Cluster ICP criteria instead of building from assumptions
How to define awareness engagement threshold to identify warmed-up, engaged accounts and separate them from the cold ones
How to define product need evidence signals to identify in-market accounts
What playbooks to deploy for each of the 3 lists of accounts
How to present account prioritization framework to a sales leader and get their buy-in
You'll work on:
A live deal analysis using your own 5 closed-won deals
Your engagement thresholds for future pipeline accounts
Your active focus criteria to define strategic accounts to work on pipeline creations
Classifying 3 real accounts from your current target list
You'll have after the workshop:
A completed three-tier account prioritization framework with your criteria documented
3 accounts classified with the defined playbooks how to work with them
This workshop helps you to:
Stop treating all accounts the same way and focus your efforts and budget on accounts that are likely to be converted into sales opportunities this quarter
Build a real alignment with sales by creating shared, documented process with sales to define which accounts deserve 1:1 attention, which need nurturing, and which should be disqualified
Define the engagement thresholds and signals your team will actually use to prioritize accounts
Develop playbooks for each of the 3 lists that are aligned with the level of intent and buyer journey stage of each of the accounts you’re targeting
Create the foundation for a full-funnel ABM motion without starting from scratch
Who are our attendees (roles)
Most of our attendees are ABM leads, demand gen managers, heads of marketing and CMOs. Many bring their sales counterparts” AEs, SDRs, and CROs, because account-based revenue only works when both teams build it together.
Companies: B2B companies with high ACV (average contract value >$30k) and long sales cycles
Pricing
$99 per one seat. If you want to bring more than 5 team members and get 25% off, contact us at [email protected].
What our attendees say
We’ve collected unpolished feedback and testimonials from people who have attended our ABM workshops.