Most account-based programmes produce impressive dashboards and unimpressive pipeline. This report looks at what actually distinguished the programmes that moved revenue from the ones that only moved engagement scores.
What actually moves pipeline in account-based programs — intent, coverage and orchestration.
The report is organised around the three layers where ABM programmes fail — the account list, the committee coverage and the orchestration — because in our experience a failing programme is almost always failing in exactly one of them.
The clearest result in the data: how many of the buying committee you engaged predicted the outcome better than how many touches you delivered. Programmes working three or four contacts per account outperformed those working one contact very hard.
Drawn from account-based programmes we ran or audited, with outcomes tracked to opportunity and close rather than to engagement. Programmes without outcome data were excluded rather than estimated.
The report doubles as an audit structure. Working through the three layers in order usually surfaces the failing one within a morning — and it is rarely the layer teams expect.
The programs behind the numbers in this piece.
We will send the report and review your account list, coverage and orchestration against what the data says works.
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