Strategic Insights on Qualification Criteria and Tool Evaluation in ABM Programs

This episode of Scrappy ABM features Ryan Gunn, Director of Demand & Operations at Aptitude Eight, discussing how to build the operational foundation for account-based marketing. Ryan outlines practical steps for developing target account lists, account scoring, account stage automation, and evaluating additional technologies to support ABM strategies. Listeners can expect to learn key considerations for transitioning from general marketing operations to operations tailored for account-based approaches.

Main Discussion Points:

- Prerequisites before building ABM operations: alignment across sales, marketing, and leadership on account-based approach and metrics (00:29:40)

- Ideal target account list size and tiering to enable sufficient focus and customization (00:10:10)

- Account scoring tips using tiering, time bounds, and spikes to identify sales opportunities (00:15:57)

- Simple account stage model: stranger > visitor > contact/lead > opportunity > customer (00:20:25)

- Enable bi-directional stage transitions to adjust programs if companies disengage (00:25:26)

- Assess gaps before adopting expensive ABM platforms; build strategy before adding technology (00:27:16)