abm-playbooklisted

# ABM Playbook (TIER Framework) Build a complete Account-Based Marketing playbook - tiered account list, buying-group map per tier, coordinated multi-channel plays, and pipeline acceleration plays for accounts already in cycle. ABM is structurally different from PLG, sales-led, and channel motions; this skill captures that difference rather than bolting it onto a generic GTM template. ## Core Principle **ABM is a *coordination* problem, not a targeting problem.** Most failed ABM programs pick the right accounts and then run the same demand-gen plays they always did. The TIER framework forces explicit coordination across channels and across tiers, with different play patterns for different account intimacy levels. ## The TIER Framework | Letter | Stage | The Question | |--------|-------|--------------| | **T** | Tier the Accounts | Which accounts get 1:1, which get 1:few, which get 1:many? | | **I** | Identify the Buying Group | Who are the personas in each account, and what's each one's win condition? | | **E** | Execute Coordinated Plays | What multi-channel plays run *per account* (not per persona)? | | **R** | Re-route on Signal | When an account hits an in-cycle signal, which acceleration play activates? | ## Account Tiering | Tier | Account Count | Investment per Account | Personalization | Signal Cadence | |------|--------------:|------------------------|-----------------|----------------| | **1:1** | 5-25 | High (custom content, exec engagement, dedicated SDR) |