One Account List, Every Channel, Same Fortnight
- ABM
Tools used
- Sales Navigator
- Apollo
- Smartlead
- HeyReach
- CloudTalk
- Firmable
Run content, ads and outreach from one named account list in the same fortnight.
Josh Morrow, David & Goliath
Parent service: Managed Account-Based Marketing Programme
Why this exists
Channels drift when each one keeps its own list. The programme is account-based only while content, ads and outreach name the same companies. This play decides which names are worked this fortnight, and it stops a channel that has quietly substituted a broader audience.
How it works
Step 1. Decide there is one signed list.
If sales and marketing are holding different names, choose the list sales signed and retire the other for this fortnight. An unsigned list is not a second opinion. It is a different programme, and it does not run alongside the signed one.
Step 2. Decide the fortnight's working set.
You will not touch every name. Choose the accounts that will actually receive work before the fortnight ends. Write those names down once. Every channel copies from that set and from nowhere else.
Step 3. Decide the shared problem, not a shared script.
Content, ads and calls may use different lengths and different openings. They may not invent a second problem, a second offer or a second reason. If a channel needs a different problem, it is not ready, and it waits.
Step 4. Decide the people only where the role is confirmed.
Sales Navigator is the account view. Apollo holds contacts you are allowed to keep. A person is added when someone confirms the role is current. If the role cannot be confirmed, that person waits. This is a decision about fit, not a chain of lookups to complete.
Step 5. Decide which channels are permitted this fortnight.
Email runs in Smartlead and LinkedIn runs in HeyReach only for the working set. Phone runs in CloudTalk, and Firmable is used only when a permitted number is needed for that call. If permission for a channel is missing, that channel is off, even if the other channels proceed.
Step 6. Decide the threshold at the point a channel is about to launch.
The threshold is the names. A channel runs only when it can aim at the fortnight's account names. A channel that can only buy an industry, a job title with no account, or a lookalike is paused for the fortnight. It is not close enough. Document the pause so the next fortnight does not inherit a silent exception.
When it does not run
If a channel is found working different accounts during the fortnight, stop that channel for the rest of the fortnight. Do not plan a catch-up sync. A second list is the failure this play exists to catch, and leaving it running teaches the team that the signed list is optional.
Frequently asked questions
What does one account list mean?
One account list means content, ads and outreach use the same signed company names in the same fortnight. A channel with its own list is paused.
Who has to sign the list?
The list has to be signed by sales, because sales is the team that must work the names. An unsigned marketing list does not run in parallel.
Can each channel use different wording?
Each channel can use different wording and different lengths. It cannot invent a second problem or a second offer.
What is the threshold for letting a channel run?
The threshold for letting a channel run is whether it can aim at the fortnight's account names. An industry audience or a lookalike does not pass.
Where do phone numbers fit?
Phone numbers fit only when a call is permitted and a number is needed. Firmable is used for that phone step, and it is not used when the channel is email or LinkedIn.
Which tools cover the other channels?
The other channels use Sales Navigator for the account view, Apollo for contacts you are allowed to keep, Smartlead for email and HeyReach for LinkedIn. CloudTalk is the phone system.
What happens if a channel drifts during the fortnight?
If a channel drifts during the fortnight, that channel stops for the rest of the fortnight. There is no catch-up onto a second list.
Does this play add accounts during the fortnight?
This play does not add accounts during the fortnight. New names wait for the next signed review, unless they replace a name sales has withdrawn.
Related plays
Run this on your own accounts
If you want this running on your own accounts, get a personalised 90 day ABM plan.