--- name: account-selection description: >- Select and prioritize target accounts for ABM programs — scoring models, tier assignment, TAM segmentation. Triggers on: "account selection", "target account list", "tier accounts", "prioritize accounts", "TAM segmentation". license: MIT compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Jesse, Windsurf, Zed metadata: version: "1.1.0" author: LeadMagic category: abm tags: [abm, account-selection, scoring, tiering, target-accounts] frameworks: - "TOPO Account Selection" - "WbD ICP Framework" - "ITSMA — Account-Based Marketing" - "Lars Nilsson (Cloudera/Snowflake) — ABSD signal-based account selection" --- # Account Selection & Tiering ## Overview Account selection is the hardest part of ABM. Pick wrong and you waste 6 months. Pick right and you 3x your close rate. This skill builds a weighted scoring model to tier your TAM into Strategic, Scale, and Programmatic accounts. ## Authoritative Foundations - **TOPO Account Selection** — Named methodology governing recommendations in this skill's process. - **WbD ICP Framework** — Named methodology governing recommendations in this skill's process. - **ITSMA — Account-Based Marketing** — Tier-based ABM (1:1 / 1:few / 1:many); measure pipeline from target accounts, not lead volume. - **Lars Nilsson (Cloudera/Snowflake) — ABSD signal-based account selection** — ABSD signal-based account selection ## When to Use - "Which accounts should we target?" - "Tier our target account list" - "Build an account scoring model" - "Prioritize our TAM for ABM" ## Step-by-Step Process ### Phase 1: Build Scoring Model Weight each dimension (must total 100 points): **Firmographic Fit (35 pts):** - Industry match (0-10): Direct ICP industry = 10, adjacent = 5, outside = 2 - Employee count (0-10): In sweet spot = 10, near = 5, outside = 2 - Revenue range (0-10): In sweet spot = 10, near = 5, outside = 2 - Geography (0-5): Target region = 5, acceptable = 3, outside = 1 **Technographic Fit (25 pts):** - Current tech stack (0-15): Complementary tools present = 15, some = 8, none = 2 - Integration potential (0-10): High integration value = 10, medium = 5, low = 2 **Behavioral Signals (25 pts):** - Website visits (0-10): Frequent, multi-page = 10, some = 5, none = 2 - Content engagement (0-10): Downloads, webinar attendance, newsletter = score by recency - Social engagement (0-5): LinkedIn follows, comments, shares **Intent & Trigger (15 pts):** - Hiring signals (0-5): Role related to your product = 5 - Funding event (0-5): Recent raise = 5 - Tech change (0-5): Evidence of switching or evaluating ### Phase 2: Tier Assignment - **Tier 1 (>80):** 5-15 accounts. Immediate sales + marketing investment. - **Tier 2 (60-79):** 15-50 accounts. Scaled ABM plays. - **Tier 3 (40-59):** 50-200 accounts. Programmatic nurture. - **Below 40:** Not ABM. Generic inbound/outbound only. ### Phase 3: Ongoing Refinement - Idle whitespace pull (ABSD): filter high-fit prospects with zero prior business and zero open pipeline — that list is the targeted-outbound campaign queue (`skills/abm/abm-strategy/references/lars-nilsson-absd.md`) - Monthly: Re-score based on new signals - Quarterly: Review tier assignments, promote/demote accounts - After wins: Analyze what made winners score high — adjust weights - After losses: Add disqualifying signals discovered in lost deals ## Output Format Scored account list with tier assignments, scoring model documentation, and a refinement calendar. ## Quality Check Before delivering, verify: - [ ] All required sections are complete - [ ] Output matches the user's stated need - [ ] Named frameworks are cited for key recommendations - [ ] No vague claims — every recommendation has a specific action - [ ] Deliverable is ready for operational use, not just conceptual ## Common Pitfalls 1. **Treating ABM as a marketing-only initiative.** ABM requires tight sales alignment. Without BDRs assigned to specific accounts and shared account briefs, marketing produces content nobody uses. Fix: weekly ABM standups with marketing + BDRs + AEs. 2. **One-size-fits-all tiering.** Applying the same playbook to Tier 1 and Tier 3 accounts. Fix: Tier 1 gets custom content and executive engagement; Tier 3 gets automated personalization. 3. **Measuring ABM on MQLs.** ABM success is pipeline from target accounts, not lead volume. Fix: track coverage %, engagement depth, pipeline created, and win rate by tier. ## Execution Artifacts - `references/framework-notes.md` — named frameworks, citation anchors, and operating assumptions - `templates/output-template.md` — copy-paste deliverable structure for the user - `scripts/check-output.py` — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand: Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice. ## Implementation Depth Use this section when the user asks for a finished asset, not a high-level explanation. ### Diagnostic Questions 1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led? 2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed? 3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none? 4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow? 5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure? ### Framework Application Map the recommendation explicitly to the named frameworks in this skill: - TOPO Account Selection: apply only the part that directly improves the requested deliverable. - WbD ICP Framework: apply only the part that directly improves the requested deliverable. - ITSMA — Account-Based Marketing: apply only the part that directly improves the requested deliverable. - Lars Nilsson ABSD signal-based selection: apply only the part that directly improves the requested deliverable. ### Deliverable Standard A strong output from this skill includes: - A crisp diagnosis of the current situation - A recommended path with tradeoffs, not a generic list - A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan - A measurement plan with leading and lagging indicators - Risks and edge cases called out before execution ### Adaptation Rules - For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity. - For mid-market: include workflow ownership, handoffs, integrations, and enablement assets. - For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements. ## Related Skills - icp-scoring, abm-strategy, signal-scoring, lead-finding, list-building