ABM Fit Check
Is account-based marketing right for you?
Four questions. It will tell you to run demand generation instead if that is the honest answer, which for plenty of companies it is.
Answer all four to see where you land.
Where do these thresholds come from?
They are the same criteria we use before taking on an account-based engagement, set out in full on the account-based marketing pillar. They are deliberately conservative, and they are ours rather than an industry standard.
Capacity is a hard gate rather than a weighted input. An account-based programme creates warm accounts, it does not close them, so with nobody to work them the programme generates interest that quietly decays.