Lesson 1Tool stack and integration patterns: CRM, MAP, ABM platform, intent provider, DMP, and attribution toolsOutline the core ABM technology stack, how tools integrate, and which data and workflows move between CRM, MAP, ABM platforms, intent providers, DMPs, and attribution systems to support closed-loop reporting.
Core systems: CRM, MAP, ABM platformIntent, enrichment, and DMP providersIntegration patterns and data schemasIdentity, tracking, and attribution setupMonitoring, admin, and change managementLesson 2Security, compliance, and data governance considerations for enterprise targeting in North AmericaClarify security, privacy, and governance requirements for ABM in North America, covering data residency, consent, retention, vendor risk, and internal controls to reduce legal exposure while enabling targeting.
Regulatory landscape: CAN-SPAM, CASL, GDPRConsent, preferences, and opt-out handlingData retention, minimization, and accessVendor risk, DPAs, and security reviewsGovernance roles, audits, and documentationLesson 3Campaign components per phase: content types, engagement tactics, and expected outcomesDetail the specific content assets, engagement tactics, and success metrics required in each phase, ensuring consistent buyer experiences while progressively deepening relevance, personalization, and commercial impact.
Content mix for Discover, Engage, AccelerateChannel and format selection by personaPersonalization depth and messaging themesEngagement and conversion metric frameworkTesting, optimization, and iteration loopsLesson 4Template library: email sequences, LinkedIn InMail, workshop agendas, ROI calculators, and collateral checklistsCreate a reusable library of ABM assets and templates, including email sequences, social outreach, workshops, ROI tools, and checklists, to accelerate execution while preserving brand, compliance, and message consistency.
Outbound email and nurture sequencesLinkedIn InMail and social outreach kitsWorkshop and executive briefing agendasROI calculators and value hypothesis toolsCollateral, QA, and launch checklistsLesson 5Sales collaboration: contact handoff workflows, meeting qualification checklist, response SLAs, and escalation pathsDesign structured collaboration between marketing and sales, including lead and contact handoff rules, qualification criteria, SLAs, and escalation paths to ensure fast, consistent follow-up and learning.
Ideal contact and opportunity definitionsHandoff triggers and routing logicMeeting qualification and discovery checksResponse SLAs and coverage modelsEscalation paths and exception handlingLesson 6Data flows and synchronization: account and contact unification, intent signal ingestion, and campaign activationMap how account and contact data flows across systems, how intent and engagement signals are captured, unified, and scored, and how these insights trigger timely, relevant campaign activation and sales actions.
Account and contact identity resolutionFirst-party, third-party, and intent dataData normalization and enrichment rulesScoring models and trigger definitionsSync cadence, latency, and data quality SLAsLesson 7Operational playbook: roles and responsibilities across marketing, sales, SDRs, customer success, and productDefine the operating model for cross-functional ABM execution, specifying who owns strategy, content, outreach, enablement, and reporting, plus how teams collaborate, communicate, and resolve conflicts.
RACI across marketing, sales, SDR, CSPlanning and alignment ceremony cadenceExecution workflows and ownershipEnablement, training, and play adoptionPerformance reviews and feedback loopsLesson 86-month timeline: Discover (months 0–1), Engage (months 2–4), Accelerate (months 5–6) with objectives per phaseDefine a practical six-month ABM roadmap split into Discover, Engage, and Accelerate phases, with clear goals, milestones, and KPIs for each stage to guide prioritization, resourcing, and stakeholder expectations.
Phase goals: Discover, Engage, AccelerateMilestones and decision gates by monthKPIs and leading indicators per phaseBudget and resource allocation by phaseRisk, dependency, and contingency planning
