{"componentChunkName":"component---src-templates-post-js","path":"/blog/abm-playbook-template/","result":{"data":{"doc":{"_type":"post","id":"-c54c8726-2cbf-5ee9-8d45-d6b12e80bba1","_id":"5a8725a4-b875-445e-88f6-f0b5d0c9039c","publishedAt":"2026-10-28T17:37:04.163Z","_createdAt":"2026-10-28T17:37:19Z","_updatedAt":"2026-10-30T16:47:27Z","readingTimeInMinutes":14,"categories":[{"_id":"0ca9a6b3-3e40-42ed-8e2b-3f798a365fb4","_type":"category","title":"Marketing teams (PERSONA)","titlePublic":"Marketing","slug":{"current":"marketing"},"status":"published","mainImage":null},{"_id":"7662f4d2-9875-4dc5-be5e-91dd093375ae","_type":"category","title":"ABX / Account-Based","titlePublic":"Account-based","slug":{"current":"account-based-everything-category"},"status":"published","mainImage":null},{"_id":"a2e0ebc4-9fbf-4316-bc12-f4a458c3782d","_type":"category","title":"Templates & Guides","titlePublic":null,"slug":{"current":"guides"},"status":"hidden","mainImage":null},{"_id":"973d1158-d9cf-46c9-8b1e-d997403fde9f","_type":"category","title":"Exclude from Lists / Resource Hub Only","titlePublic":null,"slug":{"current":"exclude"},"status":"review","mainImage":null}],"mainImage":{"crop":null,"hotspot":null,"asset":{"_id":"image-d9580d5e13ae7ee1c24b99354462e3a14bb2d0ff-1200x630-png","altText":null,"extension":"png","metadata":{"hasAlpha":false,"dimensions":{"height":630,"width":1200,"aspectRatio":1.9047619047619047}}},"layout":null,"alt":"ABM playbook checklist connected to a target account surrounded by account, person, and alert signals"},"cardImage":null,"mainVideo":null,"mainAudio":null,"duration":null,"title":"ABM Playbook Template: A Checklist for Planning Account-Based Campaigns","slug":{"current":"abm-playbook-template"},"isFeatured":null,"status":"published","hideMainMedia":null,"_rawExcerpt":[{"_key":"32393fb778de","_type":"block","children":[{"marks":[],"text":"This step-by-step ABM playbook template shows how to tier target accounts, map buying committees, choose trigger signals, build plays, and set handoff rules sales and marketing can actually run together. Use the checklist, copyable template, and example campaign to turn account intent into coordinated action and measurable pipeline.","_key":"9542002566c5","_type":"span"}],"markDefs":[],"style":"normal"}],"_rawBody":[{"markDefs":[],"style":"normal","_key":"ac8d04e7d051","_type":"block","children":[{"marks":[],"text":"Your top account is suddenly hot. Someone there has viewed your pricing page four times this week, and the intent score just jumped. Then your rep asks the only question that matters: \"Great, who do I call?\"","_key":"293e3728c97a","_type":"span"}]},{"_type":"block","children":[{"_type":"span","marks":[],"text":"Most account-based marketing (ABM) playbook templates can't answer that. They're static decks that list accounts but stop before anyone takes action.","_key":"0e73eb95763a"}],"markDefs":[],"style":"normal","_key":"865bc374fc2e"},{"_key":"58b067cad7fd","_type":"block","children":[{"_key":"acd4a983261d","_type":"span","marks":[],"text":"That's a big gap for a strategy this common. Demand Gen Report's "},{"text":"2025 ABM Benchmark Survey","_key":"f905982a3ea4","_type":"span","marks":["8ad0d4c42680"]},{"marks":[],"text":" found \"71% of practitioners currently utilize an ABM strategy [...] with an additional 23% planning to add one.\"","_key":"53a9dcb1aa50","_type":"span"}],"markDefs":[{"href":"https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf","_key":"8ad0d4c42680","_type":"link"}],"style":"normal"},{"_key":"d0f54cd9597e","_type":"block","children":[{"_key":"79a8e41352ab","_type":"span","marks":[],"text":"This guide gives you an ABM playbook template you can actually run. You'll tier accounts, map the buying committee, pick the signals that start each play, assign owners, set handoff rules, and measure results. You'll also get a copyable table and a filled example."}],"markDefs":[],"style":"normal"},{"markDefs":[],"style":"h2","_key":"ce2bf1bb462b","_type":"block","children":[{"_key":"cb9902049258","_type":"span","marks":[],"text":"What a Good ABM Playbook Includes"}]},{"children":[{"_type":"span","marks":[],"text":"The best ABM playbook template is one your sales and marketing teams can run together. It defines your ideal customer profile (ICP) and account tiers, maps the buying committee, and names the signals that trigger each play. It also assigns owners and channels, sets handoff rules, and tracks account-level outcomes.","_key":"cce44f7b7154"}],"markDefs":[],"style":"normal","_key":"29b8657fb62e","_type":"block"},{"_key":"2031ad52705d","_type":"block","children":[{"_key":"349dfce2b981","_type":"span","marks":[],"text":"Account-based marketing is a strategy where sales and marketing focus on a defined set of high-fit companies instead of chasing every lead. The "},{"_type":"span","marks":["1101ffdef66c"],"text":"SiriusDecisions ABM definition","_key":"d42a4640f831"},{"_type":"span","marks":[],"text":" calls ABM \"a strategic approach that aligns demand creation programs and messaging against a set of defined accounts and goals.\" It adds that the work should be \"relevant and valuable to those accounts and to sales.\"","_key":"97fcbf7dd150"}],"markDefs":[{"_key":"1101ffdef66c","_type":"link","href":"https://www.forrester.com/blogs/account-based-marketing-adjusting-your-approach-with-the-demand-spectrum/"}],"style":"normal"},{"_type":"block","children":[{"_key":"4639ae654a4f","_type":"span","marks":[],"text":"An ABM playbook is the written plan for doing that work. A traditional marketing plan starts with channels and lead volume. An ABM playbook starts with a short list of accounts and their people, then spells out who does what when they show interest."}],"markDefs":[],"style":"normal","_key":"141668dbd412"},{"children":[{"_type":"span","marks":[],"text":"Here's the part most templates skip: Accounts don't buy, people do. That's why we break down ","_key":"47475e6477cc"},{"_type":"span","marks":["e23dade4c29e"],"text":"traditional versus person-level ABM","_key":"0749ea5bff25"},{"marks":[],"text":" as two different operating models.","_key":"a573b629c8dd","_type":"span"}],"markDefs":[{"href":"https://www.commonroom.io/blog/new-abm/","_key":"e23dade4c29e","_type":"link"}],"style":"normal","_key":"f80063a43758","_type":"block"},{"markDefs":[],"style":"normal","_key":"4c5732491ecc","_type":"block","children":[{"marks":[],"text":"Every solid ABM playbook template covers these six steps:","_key":"7924eaf87142","_type":"span"}]},{"markDefs":[],"style":"normal","_key":"62c09794901c","_type":"block","children":[{"_key":"e21e4663f3de","_type":"span","marks":["strong"],"text":"Define your ICP and tier your accounts:"},{"_key":"61d1886896f8","_type":"span","marks":[],"text":" Decide which companies fit and how much effort each one gets."}],"level":1,"listItem":"number"},{"_key":"31f0ccb31fab","_type":"block","children":[{"_type":"span","marks":["strong"],"text":"Map the buying committee:","_key":"b31e2e71b1ed"},{"marks":[],"text":" List the roles that influence the deal and find real people for each.","_key":"4b305ff73dd7","_type":"span"}],"level":1,"listItem":"number","markDefs":[],"style":"normal"},{"_type":"block","children":[{"_key":"19f13dd769b8","_type":"span","marks":["strong"],"text":"Choose your trigger signals:"},{"_type":"span","marks":[],"text":" Pick the behaviors that tell you an account is ready for outreach.","_key":"6f77448cdb05"}],"level":1,"listItem":"number","markDefs":[],"style":"normal","_key":"637c93b5a153"},{"_key":"1b12dfd6c28d","_type":"block","children":[{"_key":"71b4a1c65205","_type":"span","marks":["strong"],"text":"Build plays per tier:"},{"_key":"0c7ec71eba0b","_type":"span","marks":[],"text":" Give every play a channel, an owner, and an exit rule."}],"level":1,"listItem":"number","markDefs":[],"style":"normal"},{"level":1,"listItem":"number","markDefs":[],"style":"normal","_key":"4c2faa406263","_type":"block","children":[{"text":"Set handoff rules:","_key":"26602f3a23e9","_type":"span","marks":["strong"]},{"_key":"ed2df331f055","_type":"span","marks":[],"text":" Agree on when marketing passes an account to sales and how fast sales responds."}]},{"_key":"60d635d328ad","_type":"block","children":[{"marks":["strong"],"text":"Measure what matters:","_key":"768be835ee50","_type":"span"},{"_type":"span","marks":[],"text":" Track engagement, pipeline, and win rate at the account level.","_key":"b21b1687d9c0"}],"level":1,"listItem":"number","markDefs":[],"style":"normal"},{"children":[{"_type":"span","marks":[],"text":"Step 1: Define Your ICP and Tier Your 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ABM tiers compared: 1:1, 1:few, and 1:many, trading personalization for reach"},{"style":"normal","_key":"75282f197dcb","_type":"block","children":[{"_key":"195308bdb3be","_type":"span","marks":[],"text":"Your ICP describes the type of company most likely to buy, succeed, and stay. Build it from three inputs, and lean hardest on the last one."}],"markDefs":[]},{"_type":"block","children":[{"_type":"span","marks":["strong"],"text":"Firmographics:","_key":"68a2f94c3785"},{"_key":"a1f7698ee803","_type":"span","marks":[],"text":" These are company traits, such as industry, employee count, revenue, and region."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"8dd8e15168f9"},{"_type":"block","children":[{"marks":["strong"],"text":"Technographics:","_key":"aa03ed5256e1","_type":"span"},{"marks":[],"text":" These are the tools a company already uses, such as its CRM or data warehouse.","_key":"bb744c8f9925","_type":"span"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"5735f68b5af5"},{"children":[{"_type":"span","marks":["strong"],"text":"Past wins:","_key":"4a452b77a26e"},{"_type":"span","marks":[],"text":" Your best current customers show you which patterns actually close and renew.","_key":"1fada7a11d3f"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"701b4e750565","_type":"block"},{"_type":"block","children":[{"marks":[],"text":"Next, turn your ICP into a target account list. Start smaller than feels comfortable, because a list your team can work beats a list of 5,000 logos nobody touches.","_key":"2f32e1115f9d","_type":"span"}],"markDefs":[],"style":"normal","_key":"1e552905d150"},{"_key":"93f69ab5a10e","_type":"block","children":[{"_type":"span","marks":[],"text":"Then keep the list alive. A list built once a year goes stale fast. Refresh it monthly with recent activity, so accounts showing new interest move up and quiet ones move down.","_key":"5388b5c9672d"}],"markDefs":[],"style":"normal"},{"style":"h3","_key":"5dbe6db60b59","_type":"block","children":[{"text":"1:1, 1:Few, and 1:Many at a Glance","_key":"85347948c1cc","_type":"span","marks":[]}],"markDefs":[]},{"children":[{"_key":"4cc822fc08bc","_type":"span","marks":[],"text":"Once you have a list, split it into tiers. Each tier gets a different level of effort and a clear owner. That owner is usually an account executive (AE), a sales development rep (SDR), or a marketer."}],"markDefs":[],"style":"normal","_key":"3f5685f7fdbe","_type":"block"},{"rows":[{"cells":["Tier","Account count","Personalization","Main channels","Owner","Typical metric"],"_key":"0f2f925cd880","_type":"tableRow"},{"_key":"262a05d43966","_type":"tableRow","cells":["1:1 (Tier 1)","Up to 10","Custom for each account and person","Executive outreach, custom content, events, direct mail","AE with ABM manager","Buying committee coverage"]},{"_key":"736881de84ab","_type":"tableRow","cells":["1:few (Tier 2)","10-100","Tailored by industry or use case","Industry content, account-based ads, small events, sequences","ABM manager with SDR","Meetings booked"]},{"cells":["1:many (Tier 3)","Hundreds or more","Light, by segment","Programmatic ads, email nurture, webinars","Demand gen","Engaged accounts"],"_key":"12400a6912fd","_type":"tableRow"}],"_key":"3f8cc28411ab","_type":"table"},{"markDefs":[],"style":"normal","_key":"7fb51091722b","_type":"block","children":[{"_key":"1fad1ab252c0","_type":"span","marks":[],"text":"Use 1:1 for your largest, most complex deals, where a single win changes your quarter. Use 1:few when several accounts share the same pain, and 1:many when deal sizes are smaller and you need reach with some relevance."}]},{"markDefs":[],"style":"h2","_key":"8807e1e1324a","_type":"block","children":[{"_key":"48f012d5dcdc","_type":"span","marks":[],"text":"Step 2: Map the Buying Committee"}]},{"_key":"image-aa473cc4b1280x672png","_type":"mainImage","alt":"Buying committee map linking an account to economic buyer, champion, technical evaluator, end users, and procurement and security","asset":{"_id":"image-2d13dfbabf764ac21ed8f19912fd0cdaa473cc4b-1280x672-png","_type":"sanity.imageAsset","_rev":"10Z7z01IL2YF4HO900HELM","_createdAt":"2026-10-28T17:37:18Z","_updatedAt":"2026-10-28T17:37:18Z","uploadId":"9ddc353eada4d9b9af4cd5f95a203a9ce6453058","assetId":"2d13dfbabf764ac21ed8f19912fd0cdaa473cc4b","url":"https://cdn.sanity.io/images/vt347z5x/production/2d13dfbabf764ac21ed8f19912fd0cdaa473cc4b-1280x672.png","path":"images/vt347z5x/production/2d13dfbabf764ac21ed8f19912fd0cdaa473cc4b-1280x672.png","size":601037,"extension":"png","originalFilename":"image.png","metadata":{"lqip":"data:image/png;base64,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","dimensions":{"width":1280,"aspectRatio":1.9047619047619047,"height":672,"_type":"sanity.imageDimensions"},"isOpaque":true,"blurHash":"MBQTcNxu~q%MD%t7fQxuj[Rj.8j[D%WU%M","_type":"sanity.imageMetadata","thumbHash":"+ecFBID3OMeFeXaMdHwGomeACA==","palette":{"lightVibrant":{"title":"#000","population":0,"background":"#6cfccc","_type":"sanity.imagePaletteSwatch","foreground":"#000"},"darkVibrant":{"_type":"sanity.imagePaletteSwatch","foreground":"#fff","title":"#fff","population":0,"background":"#2c9c74"},"lightMuted":{"foreground":"#000","title":"#fff","population":0.02,"background":"#a1c4bc","_type":"sanity.imagePaletteSwatch"},"vibrant":{"population":0.01,"background":"#2cb084","_type":"sanity.imagePaletteSwatch","foreground":"#fff","title":"#fff"},"dominant":{"_type":"sanity.imagePaletteSwatch","foreground":"#fff","title":"#fff","population":0.09,"background":"#434444"},"_type":"sanity.imagePalette","darkMuted":{"population":0.09,"background":"#434444","_type":"sanity.imagePaletteSwatch","foreground":"#fff","title":"#fff"},"muted":{"title":"#fff","population":0.02,"background":"#85747c","_type":"sanity.imagePaletteSwatch","foreground":"#fff"}},"hasAlpha":false},"mimeType":"image/png","sha1hash":"2d13dfbabf764ac21ed8f19912fd0cdaa473cc4b","filename":"image.png","width":1280,"height":672,"placeholderUrl":"https://cdn.sanity.io/images/vt347z5x/production/2d13dfbabf764ac21ed8f19912fd0cdaa473cc4b-1280x672.png?rect=416,0,448,672&w=%width%&h=%height%&q=80","id":"image-2d13dfbabf764ac21ed8f19912fd0cdaa473cc4b-1280x672-png","children":[],"parent":null}},{"style":"normal","_key":"cfcb775a6329","_type":"block","children":[{"marks":[],"text":"A buying committee is the group of people who influence a purchase. It's bigger than most teams plan for. The ","_key":"77e1d10bf71e","_type":"span"},{"_key":"977129713ecd","_type":"span","marks":["8cd20dfb0d0a"],"text":"Forrester State of Business Buying"},{"_key":"314b201aec74","_type":"span","marks":[],"text":" report for 2026 found that \"On average, 13 internal stakeholders and nine external participants influence buying decisions.\""}],"markDefs":[{"_key":"8cd20dfb0d0a","_type":"link","href":"https://www.forrester.com/blogs/state-of-business-buying-2026/"}]},{"_key":"04cf0ed41604","_type":"block","children":[{"_key":"f6049746f315","_type":"span","marks":[],"text":"Start by naming the core roles you need to reach in every deal:"}],"markDefs":[],"style":"normal"},{"markDefs":[],"style":"normal","_key":"6e7e3f933fee","_type":"block","children":[{"_type":"span","marks":["strong"],"text":"Economic buyer:","_key":"91e83a94a84b"},{"_type":"span","marks":[],"text":" This person owns the budget and signs off on the purchase.","_key":"6ac28ec315b2"}],"level":1,"listItem":"bullet"},{"_type":"block","children":[{"text":"Champion:","_key":"ca96617a9c9e","_type":"span","marks":["strong"]},{"text":" This person wants you to win and sells your solution internally.","_key":"8ef74f9c2410","_type":"span","marks":[]}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"6ae896566f99"},{"children":[{"marks":["strong"],"text":"Technical evaluator:","_key":"7f741c49353b","_type":"span"},{"_type":"span","marks":[],"text":" This person tests whether your product fits their systems.","_key":"beee43a28570"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"5650a25342b3","_type":"block"},{"children":[{"_key":"93a875ed148e","_type":"span","marks":["strong"],"text":"End users:"},{"_key":"69bc23001248","_type":"span","marks":[],"text":" These people use the product daily and shape the team's opinion."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"d8cfb08ec750","_type":"block"},{"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"9d4f15d47764","_type":"block","children":[{"_key":"53963f2ecf23","_type":"span","marks":["strong"],"text":"Procurement and security:"},{"_key":"5bd31f831a4d","_type":"span","marks":[],"text":" These teams review pricing, contracts, and risk before anyone signs."}]},{"style":"normal","_key":"c11f5ca4e282","_type":"block","children":[{"_key":"908344c00dff","_type":"span","marks":[],"text":"Set coverage thresholds by tier. For example, a Tier 1 account needs a champion plus at least three other roles identified. A Tier 2 account needs a champion plus one more role, and a Tier 3 account needs at least one engaged contact."}],"markDefs":[]},{"style":"normal","_key":"eef9fe18ac38","_type":"block","children":[{"marks":[],"text":"This is where multithreading matters. Multithreading means building relationships with several committee members at once, so one person going quiet doesn't stall the deal.","_key":"5db768e4c533","_type":"span"}],"markDefs":[]},{"style":"normal","_key":"e5b31a407dca","_type":"block","children":[{"_type":"span","marks":[],"text":"An account score can tell you a company is interested. It can't tell you who. For practical tactics on ","_key":"f050cfdf30af"},{"_key":"e6826731deb3","_type":"span","marks":["5851f855e19d"],"text":"finding the real buying committee"},{"_key":"8e84adac1f03","_type":"span","marks":[],"text":", start with the people already engaging, then fill the gaps by role."}],"markDefs":[{"href":"https://www.commonroom.io/blog/abm-webinar-recap/","_key":"5851f855e19d","_type":"link"}]},{"_type":"block","children":[{"marks":[],"text":"Step 3: Choose the Signals That Trigger Each Play","_key":"bf56ca9d79fe","_type":"span"}],"markDefs":[],"style":"h2","_key":"cc1cabe1caf1"},{"_type":"block","children":[{"_key":"4b83e35a7773","_type":"span","marks":[],"text":"A buying signal is an action that shows someone may be ready to talk. 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Stack two or three from the right people, such as a pricing visit plus a related job post, and you have a reason to act."}],"markDefs":[],"style":"normal","_key":"e0013bb0fa34","_type":"block"},{"children":[{"_key":"302cc170d92a","_type":"span","marks":[],"text":"Timing beats volume. Across hundreds of go-to-market calls we've analyzed, teams tell us email response rates sit near 1% and call connect rates near 2.5%. They also tell us reps lose more than 70% of their time to research and admin."}],"markDefs":[],"style":"normal","_key":"5e742ff425c7","_type":"block"},{"style":"normal","_key":"6fcde04980cb","_type":"block","children":[{"marks":[],"text":"Sending more messages won't fix those numbers. 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Joe Broome, Global ABM Manager at Workvivo by Zoom, saw that shift firsthand. \"Common Room is a living, breathing dashboard with real-time insights about real individuals [...] rather than static visuals of an account,\" he said.","_key":"adfb875a041b","_type":"span"}],"markDefs":[],"style":"normal"},{"children":[{"_key":"7b09dd979c46","_type":"span","marks":[],"text":"Step 4: Build Plays per Tier With a Channel and an Owner"}],"markDefs":[],"style":"h2","_key":"d01fd0b1fdf3","_type":"block"},{"_type":"block","children":[{"marks":[],"text":"A play is a repeatable set of steps your team runs when a specific signal appears. Most templates list channels and stop there. 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The AE reaches out within two days, and marketing starts custom ads.","_key":"ef182713aeed","_type":"span","marks":[]}],"level":1},{"_key":"41ff0447b0f9","_type":"block","children":[{"_key":"9d7bd85a8850","_type":"span","marks":["strong"],"text":"Pricing-page visits (1:few):"},{"text":" Two ICP-fit people from one account view pricing in a week. The SDR calls the most senior visitor first.","_key":"58c0d296a448","_type":"span","marks":[]}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"listItem":"bullet","markDefs":[],"style":"normal","_key":"44e8a5e6d430","_type":"block","children":[{"text":"Product usage spike (1:many):","_key":"8e2669044d35","_type":"span","marks":["strong"]},{"marks":[],"text":" Free users at one account pass a set number. Demand gen starts a nurture, and an SDR follows up.","_key":"85a0580c95c3","_type":"span"}],"level":1},{"style":"normal","_key":"1ec8ad10e482","_type":"block","children":[{"_key":"ef91c03388ce","_type":"span","marks":[],"text":"Job changes make a strong first play because the person already trusts you. Our "},{"_type":"span","marks":["96290416189d"],"text":"job-change tracking plays","_key":"1b3cdf0c99dc"},{"text":" show setups you can copy.","_key":"af729a04a423","_type":"span","marks":[]}],"markDefs":[{"href":"https://www.commonroom.io/blog/job-change-tracking/","_key":"96290416189d","_type":"link"}]},{"style":"normal","_key":"21137d10b3df","_type":"block","children":[{"_key":"f01e135c6d42","_type":"span","marks":[],"text":"Write every play for the whole buying group, beyond your single favorite contact. "},{"text":"Gartner buying group research","_key":"01b8866994aa","_type":"span","marks":["ebc334a030af"]},{"text":" from 2025 found that \"when buyers experience buying group relevance, they are three times more likely to report a high-quality deal.\"","_key":"77ce72f183e7","_type":"span","marks":[]}],"markDefs":[{"_type":"link","href":"https://www.gartner.com/en/newsroom/press-releases/2025-05-07-gartner-sales-survey-finds-74-percent-of-b2b-buyer-teams-demonstrate-unhealthy-conflict-during-the-decision-process","_key":"ebc334a030af"}]},{"children":[{"_type":"span","marks":[],"text":"Don't skip the exit rule. Without one, accounts sit in sequences forever, and reps learn to tune out your alerts.","_key":"241fbaa595f5"}],"markDefs":[],"style":"normal","_key":"c8f62ea96b7b","_type":"block"},{"_type":"block","children":[{"marks":[],"text":"Step 5: Set Sales and Marketing Handoff Rules","_key":"c90f4e5a5b64","_type":"span"}],"markDefs":[],"style":"h2","_key":"8c661a952aae"},{"markDefs":[],"style":"normal","_key":"a8d6ef1a6a83","_type":"block","children":[{"text":"In our experience, handoffs are where ABM programs stall most often. Marketing spots a hot account, and the signal lands in a dashboard or a CSV nobody opens. By the time a rep notices, the buyer has moved on.","_key":"7b9e21a54375","_type":"span","marks":[]}]},{"_key":"158bbe0f1d68","_type":"block","children":[{"marks":[],"text":"It's a widely shared problem. In the same 2025 Demand Gen Report survey, surveyed practitioners ranked sales and marketing alignment (43%) second among their challenges. Only proving return on investment, or ROI, ranked higher (47%).","_key":"c7546c08c273","_type":"span"}],"markDefs":[],"style":"normal"},{"_type":"block","children":[{"marks":[],"text":"A good handoff carries a name, a reason, and a next step. Use this checklist to build yours:","_key":"6d50f971418c","_type":"span"}],"markDefs":[],"style":"normal","_key":"b62cb2aa9eca"},{"children":[{"_key":"6768ff190acf","_type":"span","marks":["strong"],"text":"Threshold:"},{"text":" Define the exact signal stack and fit level that make an account sales-ready.","_key":"31da6bf6c8e2","_type":"span","marks":[]}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"ba768eb46dc2","_type":"block"},{"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"e0307e894664","_type":"block","children":[{"_type":"span","marks":["strong"],"text":"Named owner:","_key":"32cd342b9780"},{"_key":"1450b82d9af0","_type":"span","marks":[],"text":" Assign one rep per account, so no alert lands in a shared inbox."}]},{"_type":"block","children":[{"text":"Person and reason:","_key":"00fcbfb945f4","_type":"span","marks":["strong"]},{"text":" Include who to contact and the signal that earned the outreach.","_key":"ed969d34ddbe","_type":"span","marks":[]}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"6a1ac2f9b4df"},{"markDefs":[],"style":"normal","_key":"c161b7c0e26f","_type":"block","children":[{"_type":"span","marks":["strong"],"text":"Response SLA:","_key":"dad3c31926cd"},{"text":" Set a service-level agreement (SLA), such as one business day for Tier 1.","_key":"bcecead8e791","_type":"span","marks":[]}],"level":1,"listItem":"bullet"},{"markDefs":[],"style":"normal","_key":"bd9c44f4ef37","_type":"block","children":[{"text":"Alert location:","_key":"5f32a0b44a4c","_type":"span","marks":["strong"]},{"_key":"c231064ac21a","_type":"span","marks":[],"text":" Send alerts where reps already work, such as Slack, the CRM, or a sequence."}],"level":1,"listItem":"bullet"},{"_key":"ec09feeb6fb6","_type":"block","children":[{"_type":"span","marks":["strong"],"text":"Feedback loop:","_key":"aaa9d4957744"},{"marks":[],"text":" Let reps mark each handoff as useful or not, so marketing can tune thresholds.","_key":"e3bf145eb810","_type":"span"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"eb9c97560275","_type":"block","children":[{"text":"Weekly standup:","_key":"aa6e5aa3d182","_type":"span","marks":["strong"]},{"_type":"span","marks":[],"text":" Review new, stuck, and closed accounts together in a 15-minute meeting.","_key":"8c4103937ff0"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"children":[{"_key":"9316a8bf1687","_type":"span","marks":[],"text":"In our experience, manual handoffs break as volume grows. Common Room's "},{"marks":["0fb490d5954a"],"text":"automated pipeline plays","_key":"12411d8b9250","_type":"span"},{"_key":"6d6ea1d1b043","_type":"span","marks":[],"text":" automate account research, personalization, and sequence enrollment. They also send real-time Slack or email alerts for speed-to-lead, so the owning rep can act within your SLA."}],"markDefs":[{"_type":"link","href":"https://www.commonroom.io/product/actions/","_key":"0fb490d5954a"}],"style":"normal","_key":"ea0455c5b0f4","_type":"block"},{"_key":"d7ad1c8e90fd","_type":"block","children":[{"_key":"27fee4e376cc","_type":"span","marks":[],"text":"Step 6: Measure Account Engagement, Pipeline, and Win Rate"}],"markDefs":[],"style":"h2"},{"markDefs":[],"style":"normal","_key":"0d6e25f8bdc8","_type":"block","children":[{"_type":"span","marks":[],"text":"ABM needs account-level metrics, since lead counts hide what's happening inside a buying committee. Split your metrics into two groups.","_key":"4b1fc47c60d5"}]},{"_key":"93a678cc9b64","_type":"block","children":[{"text":"Leading indicators show whether the program is working right now:","_key":"fbc6307aea5e","_type":"span","marks":[]}],"markDefs":[],"style":"normal"},{"listItem":"bullet","markDefs":[],"style":"normal","_key":"0f035a4f2348","_type":"block","children":[{"_key":"47ca8461f91b","_type":"span","marks":["strong"],"text":"Buying committee coverage:"},{"marks":[],"text":" The share of required roles identified and engaged per account","_key":"fde50d9210c4","_type":"span"}],"level":1},{"children":[{"_key":"cdac711b7015","_type":"span","marks":["strong"],"text":"Engaged contacts per account:"},{"marks":[],"text":" The number of ICP-fit people active in the last 30 days","_key":"17f40d261d45","_type":"span"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"3551697cb99c","_type":"block"},{"_key":"0387115038e3","_type":"block","children":[{"_key":"67a5fe4ffb6e","_type":"span","marks":["strong"],"text":"Meetings booked:"},{"_type":"span","marks":[],"text":" First meetings with committee members, tracked by tier","_key":"88f2f8423348"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"style":"normal","_key":"75fd43a42c39","_type":"block","children":[{"_key":"b1e752d78a18","_type":"span","marks":["strong"],"text":"Signal-to-action rate:"},{"_key":"be21c65de6fe","_type":"span","marks":[],"text":" The share of handoffs a rep acted on within the SLA"}],"level":1,"listItem":"bullet","markDefs":[]},{"_key":"1cd885627339","_type":"block","children":[{"_key":"81e65493d3db","_type":"span","marks":[],"text":"Lagging indicators show business results over a quarter or longer:"}],"markDefs":[],"style":"normal"},{"children":[{"_key":"cbbb9857cdbf","_type":"span","marks":["strong"],"text":"Pipeline created:"},{"text":" The dollar value of new opportunities from tiered accounts","_key":"5f2dea7be760","_type":"span","marks":[]}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"5f632e228464","_type":"block"},{"children":[{"_key":"45dd56b148b3","_type":"span","marks":["strong"],"text":"Velocity:"},{"_key":"9a35e5b29e6d","_type":"span","marks":[],"text":" The average days from first meeting to closed deal"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal","_key":"d81f9e91b072","_type":"block"},{"markDefs":[],"style":"normal","_key":"0b79d38a59f4","_type":"block","children":[{"_type":"span","marks":["strong"],"text":"Win rate:","_key":"6e8805b946d5"},{"_key":"e08fe54bdc82","_type":"span","marks":[],"text":" The share of opportunities that close, compared by tier"}],"level":1,"listItem":"bullet"},{"markDefs":[],"style":"normal","_key":"1364fc86e873","_type":"block","children":[{"text":"Deal size:","_key":"414b560ba026","_type":"span","marks":["strong"]},{"text":" The average contract value for ABM accounts","_key":"0ea3578a9d12","_type":"span","marks":[]}],"level":1,"listItem":"bullet"},{"_key":"742531329f89","_type":"block","children":[{"_key":"885faf4b663e","_type":"span","marks":[],"text":"Signal-to-action rate deserves special attention. If reps aren't acting on handoffs, the problem is the signal, the threshold, or the context, and better creative won't fix it."}],"markDefs":[],"style":"normal"},{"children":[{"_key":"99c376a25e45","_type":"span","marks":[],"text":"Review leading indicators weekly in your standup. Refresh your ICP and tiers quarterly. Skip vanity metrics like impressions and raw click counts, which tell you nothing about who's ready to buy."}],"markDefs":[],"style":"normal","_key":"a6919d95d112","_type":"block"},{"style":"h2","_key":"dda49a82af1a","_type":"block","children":[{"text":"Copyable ABM Playbook Template","_key":"2557060f0433","_type":"span","marks":[]}],"markDefs":[]},{"children":[{"_key":"b9822098c5b5","_type":"span","marks":[],"text":"Copy this ABM playbook template into a doc or spreadsheet and fill in one row at a time. The examples come from the illustrative campaign in the next section."}],"markDefs":[],"style":"normal","_key":"db55a404331c","_type":"block"},{"rows":[{"_key":"7b37f32b9417","_type":"tableRow","cells":["Section","What to fill in","Example","Owner"]},{"_key":"5391536c1136","_type":"tableRow","cells":["Goal","The business outcome and number you're working toward","$1.5M in new pipeline from Tier 2 accounts this quarter","Marketing and sales leaders"]},{"_key":"92c7348d2655","_type":"tableRow","cells":["ICP","Firmographics, technographics, and traits of past wins","US fintech, 200-1,000 employees, uses Salesforce","RevOps"]},{"_type":"tableRow","cells":["Tier","1:1, 1:few, or 1:many, and why","1:few, grouped by payments and lending","ABM manager"],"_key":"9b53f1ea2242"},{"_key":"fdd69b801225","_type":"tableRow","cells":["Target accounts","The account list and how often you refresh it","25 accounts, refreshed monthly with recent activity","RevOps and ABM manager"]},{"_type":"tableRow","cells":["Buying committee coverage","Required roles and minimum coverage per account","Champion plus one other role identified","SDR"],"_key":"4de2929cf154"},{"cells":["Trigger signals","The signal stack that starts the play","Pricing visit by an ICP-fit person plus a related job post","Marketing ops"],"_key":"9f4085dda9fc","_type":"tableRow"},{"_type":"tableRow","cells":["Play","The message and offer for this trigger","Peer benchmark on compliance reporting time","ABM manager"],"_key":"c4c5e3742163"},{"_key":"60f8fb5392e3","_type":"tableRow","cells":["Channels and sequence","Touchpoints in order, with spacing","Call, email, LinkedIn ad, then a custom one-pager","SDR and demand gen"]},{"_type":"tableRow","cells":["Owner","One accountable person per account","Named SDR, with the AE joining at first meeting","Sales leader"],"_key":"8c52b37937cf"},{"cells":["Handoff rule and SLA","What makes an account sales-ready and how fast reps respond","Threshold met, rep contacts the visitor within one business day","Marketing and sales leaders"],"_key":"8fdb62e08fd9","_type":"tableRow"},{"cells":["Exit rule","When to stop or switch plays","No engagement after 21 days, move to 1:many nurture","ABM manager"],"_key":"a60013c2e38f","_type":"tableRow"},{"_key":"57f978919952","_type":"tableRow","cells":["Metrics","Leading and lagging measures you'll report","Coverage, meetings booked, pipeline created, win rate","Marketing ops"]},{"_key":"aceff2e7850f","_type":"tableRow","cells":["Review cadence","How often you check results and refresh the list","Weekly standup, quarterly ICP and tier review","Marketing and sales leaders"]}],"_key":"9525fb472dd3","_type":"table"},{"markDefs":[{"href":"https://www.commonroom.io/blog/best-abm-platform/","_key":"6b7a08b1a414","_type":"link"}],"style":"normal","_key":"116a671e76d2","_type":"block","children":[{"_type":"span","marks":[],"text":"Pick tools after you fill in this ABM playbook template. 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