Sales Cycle Length

Is our sales cycle longer than 180 days, allowing time for multi-stakeholder nurturing? *

Yes

If shorter, are our deals highly complex or strategic?

Highly Complex

Strategic

Both

Average Contract Value (ACV)

Is our ACV or LTV above $30K (adjusted for region)?

Yes

If below $30K, do we close fewer than 50 high-value deals annually?

Yes

Hybrid Sales Model

Do we offer a mix of product sales, consulting, and best practices training?

Yes

Does our expertise solve mission-critical challenges for buyers?

Yes

Total Addressable Market (TAM)

Is our TAM relatively limited (e.g., <1,000 companies globally or <200 in a niche)?

Yes

For larger markets, can we apply ABM selectively to high-value segments?

Yes

Decision-Maker Complexity

Do multiple stakeholders influence or approve purchases?

Yes

Have we mapped relationships with key players (e.g., economic buyers, influencers)?

Yes

Expanded Qualification Metrics

Do we track CLV, churn rate, win/loss ratios, and buyer journey complexity?

Yes

Can we identify accounts that need personalised engagement?

Yes

Stakeholder Alignment & Onboarding

Do marketing, sales, executives, and other teams agree on ABM’s purpose and expected outcomes?

Yes

Have we resolved internal disagreements before launch?

Yes

Clear ICP & Account Qualification

Have we defined our ICP with firmographics, buying committees, and disqualification criteria?

Yes

Is our ICP backed by historical win/loss data and refreshed quarterly?

Yes

Content Readiness

Do we have tailored content for awareness, nurturing, and buyer enablement?

Yes

Have we identified and filled key content gaps (e.g., ROI calculators for CFOs, case studies)?

Yes

Strategic Playbook Development

Do we have a detailed ABM playbook that goes beyond ads and outreach?

Yes

Are we leveraging tactics like executive dinners, co-branded thought leadership, and custom webinars?

Yes

Dedicated Pilot ABM Team

Do we have a pilot team with minimal pipeline pressure?

Yes

Can we allocate 50-70% of their time to ABM for six months?

Yes

Measurement & Performance Framework

Have we defined KPIs such as engagement scores, pipeline velocity, and conversion rates?

Yes

Are these KPIs reviewed quarterly and tied to business outcomes?

Yes

Technology Stack

Do we have the right ABM tools (e.g., CRM, marketing automation, intent monitoring, account-based ads)?

Yes

Are our tools properly integrated to support seamless execution?

Yes

Post-Sale Alignment

Do we have structured onboarding and engagement strategies to drive retention and expansion?

Yes

Is the customer success team prepared to deliver hybrid offerings (consulting, training) after the sale?

Yes

Risk & Budget Management

What is our fallback plan if ABM underperforms after six months?

Yes

Have we allocated 15-20% of our marketing budget for ABM experiments?

Yes

Ongoing Communication

Are there regular check-ins between marketing, sales, and executives to review ABM performance?

Yes

Do we have shared dashboards and structured reporting processes?

Yes