How to implement account-based selling (ABS) for enterprise deals

Work cross-functionally to select target accounts based on ideal fit, revenue potential, strategic value, and propensity to buy. Tier them (e.g., Tier 1: top 25 dream accounts, Tier 2: next 75, Tier 3: broader ICP). Focus most resources on Tier 1. Quality over quantity: better to win 10 perfect accounts than chase 1000 mediocre ones.

Go beyond LinkedIn: understand the account's business model, strategic initiatives, tech stack, competitive landscape, and org structure. Identify all buying committee members: economic buyer, champions, influencers, blockers, end users. Map relationships and motivations. Enterprise deals are won through relationships with multiple stakeholders.

For each Tier 1 account, create a joint plan: target personas, key messages, content strategy, engagement tactics, and success criteria. Align on who owns what. Marketing creates personalized campaigns while sales builds relationships. ABM and ABS only work when teams collaborate toward shared account goals.

Reach stakeholders through multiple touchpoints: personalized emails, LinkedIn outreach, targeted ads, direct mail, event invitations, and content tailored to their role and challenges. Reference their company initiatives. Make every interaction relevant. Generic outreach doesn't work on enterprise buyers.

Match your executives with theirs for strategic conversations. Identify and nurture champions: people inside the account who believe in your solution and will advocate internally. Give champions the tools—ROI models, case studies, pitch decks—to sell for you when you're not in the room.

Tailor demonstrations to each stakeholder's priorities: show CFO ROI, show end users ease of use, show IT security and integration. Run proof-of-concept projects that address their specific environment and use case. The goal is de-risking the decision and building conviction across the buying committee.

Monitor which stakeholders are engaging, which content resonates, and where deals stall. Hold regular account reviews to adjust tactics. Measure account-level metrics: engagement score, pipeline coverage, win rate. ABS is iterative—learn from what works and double down.