Account-Based Marketing and Sales — A Good Fit for your Company?

This article walks you through the ABM/S strategy and process we’re implementing in companies today.



Have you recently heard the “BUZZ” of Account-Based Marketing/Sales and wondered if that would be a good fit for your company as well?


So, just to let you know that this strategy won’t be a fit for every B2B company—not talking at all about B2C.


What Is an Account-Based Marketing and Sales Strategy?


Account-Based Marketing and Sales is a growth strategy used by companies to focus on individual targeted accounts in their sales and marketing teams. Unlike traditional marketing and sales strategies, instead of targeting a significant number of leads and contacting them through sales, ABM focuses on an identified set of high-value accounts to personalize their buying committee’s journey responsible for purchasing our product service.


Instead of targeting a significant number of leads and contacting them through sales, ABM focuses on an identified set of high-value accounts to personalize their buying committee’s journey responsible for purchasing our product service.


How Do You Know if ABM/ABS Would Be a Good Fit for Your Company’s Revenue Strategy?


Working as a sales operations and sales enablement with many companies allowed us to think about their sales strategy and share some best practices. During those processes, we collected some steps you should consider while thinking about ABM/ABS strategy:


1. Check Your Average Deal Size and Time Spent:


This part relates to the marketing and sales teams’ efforts together as one team.

The inbound strategy goes together with communications between the teams, consistency, and adjusted content. The inbound methodology invests and brings value to leads and prospects by sharing knowledgeable content and becoming “thought leaders” in our field.


It is a transparent method that helps in aligning marketing and sales goals together.

Eventually, inbound marketing and sales are all about leading the customer through a process that suits their needs, identify their “jobs to be done,” and accelerate the organizational flywheel (not funnel :-P).

If you are already using inbound marketing in your organization, you’ll find it easier to implement the ABM strategy.


Eventually, inbound marketing and sales are all about leading the customer through a process that suits their needs, identify their “jobs to be done,” and accelerate the organizational flywheel (not funnel :-P).


When you start investing in ABM strategy, the first thing you need to know is that you’re going to spend a great deal of time on each account, personalizing the buyer journey and focusing on their sales process.


Therefore, you must check your average deal size before implementing this strategy. All parameters like annual contract value (ACV) and customer’s lifetime value may be critical while thinking about ABM strategy.

  • When your average deal size is $250, ABM may not be fit for your company. Implementing the ABM strategy may lead to a negative ROI because of the time you spend on winning each account.

  • If your average deal size or annual contract value is more than $15,000, it may be worth focusing on a certain number of targeted accounts than targeting a massive number of people.

2. Check Your Average Sales Cycle Length



If your average sales cycle length simply takes a few days or weeks, it doesn’t make sense to invest in the ABM strategy.