Template · C106
ABM plan: account coverage, buying committee and exposed value
Which accounts should an ABM programme focus on when several buying-committee roles are still to be engaged and capacity allows only a few intensive programmes?
Direct answer
An ABM plan maps the buying-committee roles of each account, calculates the exposed value carried by the roles not yet engaged and keeps intensive programmes for the accounts that also show a dated intent signal.
01Concentrate, open, maintain, monitor or hand over to sales each account according to its exposed value and the presence of an intent signal.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
Which accounts should an ABM programme focus on when several buying-committee roles are still to be engaged and capacity allows only a few intensive programmes?
Concentrate, open, maintain, monitor or hand over to sales each account according to its exposed value and the presence of an intent signal.
Account coverage matrix
Downloadable template · SQ-106
Focus effort where value depends on roles not yet engaged
A target-account list does not say where to act. The decision is made at buying-committee level: a large account whose roles are all engaged belongs to sales, while an account whose value rests on absent roles calls for a programme, provided a signal shows it is moving.
Illustrative case: a B2B software vendor, five priority accounts with €1.3M of potential value in total, and a team able to run two intensive programmes per quarter.
- 01Map
For each account, name the buying-committee roles, decision, use, procurement, finance and technical, and those already engaged in a verifiable exchange.
- 02Estimate
Estimate the account’s potential value with sales, then the exposed value: the share carried by the roles not yet engaged.
- 03Qualify
Require a dated and sourced intent signal; without a signal, the exposed value measures the size of the account, not its readiness.
- 04Focus
Keep intensive programmes for accounts with high exposed value and a signal present, and hand the accounts already covered over to sales.
Account coverage matrix
The matrix relates each account’s potential value to the buying-committee roles not yet engaged, then sets it against the intent signal.
Exposed value = potential value × roles not engaged ÷ roles identified| Account | Potential value | Roles identified | Roles engaged | Exposed value | Intent signal | Decision |
|---|---|---|---|---|---|---|
| Industrial group | €400,000 | 5 | 2 | €240,000 | Tender announced | Concentrate |
| Software publisher | €150,000 | 3 | 0 | €150,000 | Repeated visits to the pricing page | Open |
| Regional bank | €300,000 | 5 | 1 | €240,000 | None | Monitor |
| Distributor | €250,000 | 4 | 3 | €62,500 | Contract renewal | Maintain |
| Laboratory | €200,000 | 4 | 4 | €0 | Pilot under way | Hand over to sales |
01The regional bank exposes as much value as the industrial group, €240,000, but without any signal: it stays under monitoring, with no dedicated programme.
02The quarter’s two intensive programmes go to the industrial group and the software publisher, where exposed value is high and a signal is present.
03The laboratory, whose four roles are all engaged, no longer needs a marketing programme: the pilot under way belongs to sales.
Illustrative case. Potential value is a sales estimate and the weight of each role in the decision varies: exposed value is used to rank accounts, not to forecast revenue.
Reference sources
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Account coverage matrix
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.