How to Choose an ABM Agency and What to Ask

Choosing an agency is a risk decision. The best protection is a short list of written questions put to every candidate in the same way.

How do you choose an ABM agency?

Choose by comparing four things in writing: the proof the agency can show, the scope it will deliver, the handoff to your sales team and how it measures success. Each agency should answer the same questions so that you compare like with like.

Then test the answers by calling references with a similar offer and a similar buyer. Our guide to the top ABM agencies in Australia and New Zealand applies this method across four agencies.

What should you ask an ABM agency?

Ask these ten questions in writing and compare the answers.

1. Which accounts will you work, and who approves the list?
2. What counts as a qualified meeting, and who decides?
3. What work is included, and what is scoped separately?
4. Who will do the work, and who is the day-to-day contact?
5. Can I speak to two clients with a similar offer and market?
6. How do you handle outreach rules in Australia and New Zealand?
7. How will you report, and how often?
8. What do you need from our experts and sales team?
9. What happens at the end of the first quarter if results do not arrive?
10. How do we end the engagement?

What are the red flags?

Be cautious if an agency guarantees results, cannot define a qualified meeting or will not share references. Vague scope and reporting based only on activity are also warning signs.

Another sign is a pitch that fits every company. A good agency will tell you if your offer, account economics or sales capacity are not ready.

How do you compare proposals?

Compare proposals on scope and evidence, not on headline price. Two proposals at the same fee can include very different amounts of work and different assumptions about what you provide.

Line up what each includes: accounts, channels, content volume, meeting definition and reporting. Our ABM cost guide explains what drives the price.

What should you check about yourself first?

Check whether you have a proven enterprise offer, meaningful account economics, a commercial sponsor, available experts and a sales owner. An agency cannot supply these.

The ABM readiness check tests the requirements in a few minutes, and it will tell you honestly if you should wait.

How do you start with David and Goliath?

Review your priority accounts in a free 30-minute call covering up to three accounts, with a one-page recap. Compare us openly using our head-to-head with xGrowth, and read the ABM agency page.