--- name: abx-strategy description: Build Account-Based Everything (ABX) GTM strategies for complex B2B sales. Use when working on ABM strategy, ICP scoring, messaging architecture, product launches, or pipeline acceleration for companies with <500 accounts, $100K+ deals, and 6+ month sales cycles. author: YannickMaurice version: 1.0.0 --- # ABX Strategy Framework A comprehensive Account-Based Everything (ABX) strategy framework for B2B companies with complex sales cycles, lots of personnas, high-value deals, and limited addressable markets. ## When to Use This Skill Use this skill when: - Building GTM strategy for companies with <500 addressable accounts - Deal sizes exceed $100K+ with 6+ month sales cycles - Buying committees involve 5+ stakeholders - Products require technical translation for business buyers - You need to prioritize segments with limited resources - Marketing must directly influence pipeline, not just generate awareness This framework is designed for **complex B2B sales** where traditional demand generation fails and account-based approaches are structurally required. --- ## Core Philosophy: Marketing as Product Treat every campaign, message, and channel as a **hypothesis to validate**, not a plan to execute. | Traditional Marketing | Marketing as Product | |-----------------------|----------------------| | Annual messaging framework | Messaging backlog with sprint-based testing | | Launch plan executed once | Launch as v1.0, iterated based on field data | | Competitive analysis updated quarterly | Competitive intel as live feed from sales calls | | Sales enablement = collateral dump | Enablement = tested talk tracks with win-rate data | | Success = assets shipped | Success = pipeline influenced and deal velocity changed | ### The Bet Board Methodology Every initiative is a **bet** with four components: ``` ┌─────────────────────────────────────────────────────────────┐ │ BET: [Name of initiative] │ ├─────────────────────────────────────────────────────────────┤ │ HYPOTHESIS: [What you believe will happen] │ │ │ │ TEST: [How you will validate] │ │ │ │ SUCCESS CRITERIA: [Measurable outcome that confirms bet] │ │ │ │ KILL CONDITION: [When to abandon and pivot] │ │ │ │ LEARNING OUTPUT: [What you'll know regardless of outcome] │ └─────────────────────────────────────────────────────────────┘ ``` **Example Bet Categories:** - Messaging bets (which narrative resonates) - Channel bets (where to invest) - ABM motion bets (what triggers engagement) - Product launch bets (what drives conversion) --- ## Framework 1: Segment-Specific vs. Synergy Analysis Not everything needs to be rebuilt for each segment. This framework identifies what MUST differ vs. what can be REUSED. ### Segment-Specific (Must Differ) | Dimension | Why It Must Differ | |-----------|-------------------| | **ICPs & Personas** | Different buyers, different motivations, different language | | **Pain Points** | Each segment has unique problems driving urgency | | **Pricing Strategy** | Value perception varies; commercial vs. government procurement differs | | **Channels** | Where buyers gather and consume information varies | | **Messaging & Positioning** | Same product, different value narrative per audience | | **Budget Allocation** | ROI per segment differs; invest proportionally | ### Synergies (Reusable Across Segments) | Dimension | Why It's Reusable | |-----------|------------------| | **Education Topics** | Core technology/market education applies broadly | | **Technical Collateral** | Specs, datasheets, architecture diagrams are universal | | **Product Roadmap** | Features serve multiple segments | | **Strategic Partners** | Integrators, channel partners often span segments | | **Success Stories** | On-orbit/in-production proof points validate for all | | **Core Narrative** | Category-level story transcends segments | ### Template: Segment Analysis Matrix ```markdown ## Segment: [Name] ### Segment-Specific Elements - **ICP**: [Description] - **Primary Personas**: [List with titles] - **Top 3 Pain Points**: 1. [Pain point] 2. [Pain point] 3. [Pain point] - **Pricing Model**: [Approach] - **Primary Channels**: [List] - **Key Message**: "[One sentence value prop for this segment]" ### Synergies from Other Segments - **Reusable Collateral**: [List] - **Shared Success Stories**: [List] - **Common Education Topics**: [List] ``` --- ## Framework 2: ABX Account Motions Replace the linear funnel with **signal-driven account motions**. Each motion is triggered by observed signals, not assumptions about where accounts "sit" in a journey. ### The Five Motions ``` DETECT ──→ DECODE ──→ ENGAGE ──→ ACCELERATE ──→ EXPAND │ │ │ │ │ ▼ ▼ ▼ ▼ ▼ Signal Map the Multi- Close Grow the appears buying thread the deal account committee engagement ``` ### Motion Details | Motion | Trigger Signals | Marketing Actions | Success Metrics | |--------|-----------------|-------------------|-----------------| | **DETECT** | Policy announcement, RFI published, leadership change, contract expiring, funding round, strategic initiative announced | Account research sprint, buying committee mapping, PURE score assessment, tier assignment | Signal-to-first-touch latency (<72 hrs) | | **DECODE** | First meeting booked, stakeholder org emerging, champion identified | Deep committee mapping, personality profiling, custom value narrative per stakeholder | # stakeholders mapped, personas engaged (target: 3+) | | **ENGAGE** | Active evaluation confirmed, multiple touchpoints, content consumption increasing | Multi-channel surround: exec events, site visits, technical deep-dives, personalized content, ABM ads | Multi-thread penetration, content engagement depth | | **ACCELERATE** | Proposal stage, competitive evaluation, procurement initiated | Competitive battle support, reference activation, custom ROI analysis, executive alignment | Pipeline velocity (days), competitive win rate | | **EXPAND** | First product delivered, performance validated, satisfaction confirmed | Performance reporting, expansion narrative, peer referral program, fleet/portfolio growth pitch | Expansion rate (% entering 2nd deal discussion) | ### Signal Detection Categories | Signal Type | Examples | Sources | Response Protocol | |-------------|----------|---------|-------------------| | **Policy/Regulatory** | New legislation, budget allocation, mandate announced | Government portals, industry news, regulatory filings | Research sprint: map decision-makers, assess timing | | **Procurement** | RFI/RFP published, contract expiration, vendor review | Procurement portals, industry contacts, news | Immediate: assemble capture team, prepare response | | **Leadership Change** | New CEO/CTO, new program manager, reorg announced | LinkedIn, press releases, job change alerts | Welcome outreach with executive briefing offer | | **Competitive** | Competitor failure, delay, price increase, service issue | Industry news, sales intelligence, customer network | Targeted outreach to affected customers | | **Strategic** | M&A activity, funding round, expansion announced | News, SEC filings, press releases | Assess fit, prepare relevant value narrative | --- ## Framework 3: PURE Problem Scoring Score ICP tiers using the **PURE framework** to identify "hair-on-fire" accounts. ### The PURE Criteria | Criterion | Question | Score 0-3 | |-----------|----------|-----------| | **P**ainful | How acute is the problem? Is it causing real damage today? | 0=mild, 3=severe | | **U**rgent | Is there a forcing function (deadline, mandate, event)? | 0=no timeline, 3=imminent | | **R**ecognized | Does the buyer know they have this problem? | 0=unaware, 3=actively seeking solution | | **E**xpensive | What's the cost of inaction (financial, strategic, competitive)? | 0=low, 3=existential | ### Tier Assignment | Total Score | Tier | Priority | Resource Allocation | |-------------|------|----------|---------------------| | 10-12 | Tier 1: Hair-on-Fire | Highest | Dedicated account team, custom everything | | 7-9 | Tier 2: Burning Platform | High | Proactive outreach, personalized content | | 4-6 | Tier 3: Active Pain | Medium | Targeted campaigns, scaled personalization | | 1-3 | Tier 4: Emerging Need | Lower | Nurture programs, educational content | | 0 | Tier 5: Future Potential | Lowest | Light touch, brand awareness only | ### Template: Account PURE Scorecard ```markdown ## Account: [Company Name] ### PURE Assessment | Criterion | Score (0-3) | Evidence | |-----------|-------------|----------| | Painful | [X] | [Why this score] | | Urgent | [X] | [Why this score] | | Recognized | [X] | [Why this score] | | Expensive | [X] | [Why this score] | | **TOTAL** | [X/12] | **Tier: [X]** | ### Buying Committee (Known) | Name | Title | Role in Decision | Engagement Status | |------|-------|------------------|-------------------| | | | Champion / Influencer / Blocker / Decision-maker | Cold / Warm / Engaged | ### Next Actions 1. [Action] 2. [Action] ``` --- ## Framework 4: Message Resonance System Creating content is not enough. This system ensures messages **actually land**. ### The Five Components ``` ┌─────────────────────────────────────────────────────────────┐ │ MESSAGE RESONANCE SYSTEM │ ├─────────────────────────────────────────────────────────────┤ │ │ │ ┌─────────────┐ ┌─────────────┐ ┌─────────────┐ │ │ │PERSONALI- │ │STORYTELLING │ │ ENGAGEMENT │ │ │ │ZATION │ │ │ │ METRICS │ │ │ │ │ │ │ │ │ │ │ │Tailored │ │Real examples│ │Track what │ │ │ │content per │ │and case │ │lands via │ │ │ │persona and │ │studies that │ │analytics, │ │ │ │segment │ │make abstract│ │Gong, email │ │ │ │ │ │tangible │ │engagement │ │ │ └─────────────┘ └─────────────┘ └─────────────┘ │ │ │ │ ┌─────────────┐ ┌─────────────┐ │ │ │ FEEDBACK │ │ CONSISTENT │ │ │ │ LOOPS │ │ VOICE │ │ │ │ │ │ │ │ │ │Sales input, │ │Professional │ │ │ │win/loss │ │yet human. │ │ │ │analysis, │ │Innovative │ │ │ │customer │ │but proven. │ │ │ │interviews │ │ │ │ │ └─────────────┘ └─────────────┘ │ │ │ └─────────────────────────────────────────────────────────────┘ ``` ### Message Resonance Rate (MRR) The key leading indicator: **% of sales conversations where the prospect uses your language back**. Track via conversation intelligence (Gong, Chorus) by monitoring: - Keyword adoption (do they say "dedicated capacity" or "shared bandwidth"?) - Objection patterns (are we addressing the right concerns?) - Competitive mentions (how are we being compared?) **Target: 40%+ of qualified meetings show message adoption.** --- ## Framework 5: Capability-to-Benefit Translation Technical products require **systematic translation** from what it does to why it matters. ### The Translation Hierarchy ``` Layer 1: CATEGORY NARRATIVE "Why this matters to the world" │ ▼ Layer 2: CAPABILITY → BENEFIT TRANSLATION "What it does → So what? → Why you care" │ ▼ Layer 3: PERSONA-SPECIFIC MESSAGES "Tailored value prop per buyer type" ``` ### Template: Capability Translation Matrix | Technical Capability | So What? (Translation) | Benefit: Segment A | Benefit: Segment B | |---------------------|------------------------|--------------------|--------------------| | [Technical feature] | [Plain language explanation] | [Value for segment A buyer] | [Value for segment B buyer] | | [Technical feature] | [Plain language explanation] | [Value for segment A buyer] | [Value for segment B buyer] | ### Template: Persona Message Map | Persona | What They Care About | Message Frame | Proof Points | |---------|---------------------|---------------|--------------| | CEO/Board | Strategic positioning, competitive advantage, ROI | "[Strategic value prop]" | [Evidence] | | CTO/Technical | Specs, integration, performance, reliability | "[Technical value prop]" | [Evidence] | | CFO/Finance | TCO, payback period, risk mitigation | "[Financial value prop]" | [Evidence] | | Ops/User | Ease of use, support, day-to-day experience | "[Operational value prop]" | [Evidence] | | Procurement | Compliance, risk, vendor stability | "[Risk mitigation prop]" | [Evidence] | --- ## Framework 6: Constant Discovery Mindset Every engagement generates learnings. This framework captures and applies them. ### The Four Discovery Questions Before, during, and after every deal: ``` ┌─────────────────────────────────────────────────────────────┐ │ 1. Do we know and understand the PLAYERS? │ │ Who are the real decision-makers vs. influencers? │ │ Who can kill the deal? Who's the hidden blocker? │ ├─────────────────────────────────────────────────────────────┤ │ 2. Do we understand the RELATIONSHIPS? │ │ Internal dynamics? External advisors? Political factors? │ │ Who trusts whom? Who competes internally? │ ├─────────────────────────────────────────────────────────────┤ │ 3. Do we understand the INFLUENCING FACTORS? │ │ Budget cycles? Regulatory timelines? Competitive moves? │ │ Internal mandates? Strategic priorities? │ ├─────────────────────────────────────────────────────────────┤ │ 4. Do we know the DECISION FACTORS? │ │ Technical requirements? Commercial terms? Risk tolerance?│ │ Timeline constraints? Evaluation criteria? │ └─────────────────────────────────────────────────────────────┘ ``` ### Win/Loss Analysis Framework | Dimension | Questions to Answer | How to Capture | |-----------|---------------------|----------------| | Decision Criteria | What were the top 3 factors? Were these what we expected? | Post-decision debrief | | Buying Process | Who was the real decision-maker? Who influenced most? | Sales team debrief, call analysis | | Messaging Effectiveness | Which messages resonated? Which fell flat? | Keyword analysis, champion feedback | | Competitive Dynamics | Who else considered? What did they say about us? | Direct inquiry, third-party research | | Timeline & Process | Faster or slower than expected? What caused delays? | CRM tracking, sales input | --- ## Framework 7: Learning Loop Architecture Structured cadence for turning field data into strategy improvements. | Cadence | Inputs | Decisions | Outputs | |---------|--------|-----------|---------| | **Weekly** | Call summaries, signal alerts, content engagement | Adjust messaging, reprioritize accounts | Updated talk tracks, account priority shifts | | **Bi-weekly** | Win/loss patterns, objection frequency | Test new value props, update battle cards | New messaging variants for testing | | **Monthly** | Full pipeline analysis, content performance, ABM metrics | Kill underperforming bets, double down on winners | Bet board update, resource reallocation | | **Quarterly** | Market shifts, competitive landscape, customer feedback | Strategy pivots, new bet proposals | Updated GTM strategy, new hypothesis slate | --- ## Framework 8: Budget Allocation by Stage Marketing investment mix should shift as market position evolves. | Stage | Primary Investment | Secondary | Rationale | |-------|-------------------|-----------|-----------| | **Early Market (0→1)** | Branding & Positioning (40%) | Sales Enablement (35%) | Category creation, message testing, foundational collateral | | **Scaling (1→10)** | Demand Generation (40%) | Sales Enablement (30%) | ABM campaigns, event presence, thought leadership at scale | | **Market Leader** | Demand Generation (45%) | Customer Marketing (25%) | Expansion, reference program, ecosystem development | --- ## Framework 9: Customer Journey Mapping Map both internal (your team) and external (customer) activities across the journey. ### Template: Journey Map | Stage | Customer Activities | Your Internal Activities | Key Stakeholders | Marketing Deliverables | |-------|---------------------|--------------------------|------------------|------------------------| | **Identification** | Evaluating options, initial research, internal alignment | Signal detection, account research, tier assignment | Innovation leads, technical scouts | Account brief, persona mapping | | **Consideration** | Technical evaluation, stakeholder education, vendor comparison | Multi-threading, technical deep-dives, exec engagement | CTO, architects, finance | Technical collateral, ROI calculator, battle cards | | **Validation** | POC/demo, reference checks, contract negotiation | Reference activation, proposal support, legal/contract | CEO, legal, board, implementation | Custom business case, exec presentation | | **Implementation** | Deployment, integration, go-live | Onboarding support, success planning | Ops team, project manager | Implementation guides, training | | **Expansion** | Performance review, additional use cases, renewal | Performance reporting, expansion pitch, reference program | Exec sponsor, ops | Performance report, expansion narrative, case study | --- ## Framework 10: Collaterals with Success Metrics Every asset should have defined success metrics. Track not just creation, but effectiveness. | Asset Type | Purpose | Success Metrics | Review Cadence | |------------|---------|-----------------|----------------| | ROI/TCO Calculator | Self-service economic comparison | % of meetings where used, conversion rate | Monthly | | Technical Datasheets | Spec validation for technical buyers | Time-on-page, download rate, sales feedback | Quarterly | | Case Studies | Social proof and use case validation | Cited in sales calls, shared by prospects | Monthly | | Battle Cards | Arm sales for competitive encounters | Win rate in competitive deals, objection handle rate | Monthly | | Executive Presentation | C-level storytelling | Meeting-to-proposal conversion, exec feedback | Quarterly | --- ## KPI Architecture ### Tier 1: Leading Indicators (Weekly) | Metric | Definition | Target | |--------|------------|--------| | Message Resonance Rate | % of conversations where prospect uses your language | 40%+ | | Content Engagement Depth | Time-on-page for key content by target accounts | 3+ minutes | | Multi-thread Penetration | Unique stakeholders engaged per target account | 3+ before proposal | | Signal-to-Engagement Latency | Time from signal to first personalized touch | <72 hours | ### Tier 2: Core Pipeline Metrics (Monthly) | Metric | Definition | Target | |--------|------------|--------| | Marketing-Sourced Meetings | Meetings from marketing-initiated engagement | 2-3/month from target list | | Pipeline Velocity | Days from first touch to proposal | Reduce 15% in 6 months | | Deal Influence Rate | % of active pipeline with marketing touchpoints | 80%+ | | Competitive Win Rate | % won when competitor present | Track QoQ improvement | ### Tier 3: Lagging Confirmation (Quarterly) | Metric | Definition | Target | |--------|------------|--------| | Revenue Influenced | $-value where marketing contributed | 50%+ of bookings | | Customer Expansion Rate | % entering expansion conversations | 60%+ within 18 months | | Brand Authority Index | Unsolicited inbound citing content/thought leadership | Track growth | --- ## Composable ABX Tech Stack Best-of-breed tools, orchestrated through CRM as single source of truth. | Function | Recommended Tools | Purpose | Est. Annual Cost | |----------|-------------------|---------|------------------| | CRM / Source of Truth | Salesforce, HubSpot | Central account and deal record | Varies | | Conversation Intelligence | Gong, Chorus, Clari | Capture calls, surface patterns, track competitors | $30-50K | | Data Enrichment | Clay, Apollo, ZoomInfo | Account research, signal monitoring, contact data | $10-30K | | Website Personalization | Mutiny, Demandbase | Account-specific landing pages, dynamic content | $25-40K | | ABM Advertising | Influ2, ZenABM, LinkedIn | Contact-level targeting, persona-specific creative | $20-30K | | Workflow Automation | Zapier, n8n, Make | Connect tools, trigger motions automatically | $5-10K | | Buyer Intelligence | Humantic AI, Crystal | Personality profiling, communication preferences | $10-15K | **Phase 1 Investment:** $100-165K for composable stack vs. $150-250K+ for enterprise ABM platforms with less flexibility. --- ## 90-Day Implementation Plan ### Days 1-30: Listen, Map, Foundation **Listen:** - Sit in on 10+ sales calls. Document buyer language, objections, competitive mentions. - Interview 5+ customers: Why did they choose you? What almost stopped them? - Interview 5+ sales reps: What messaging works? What falls flat? **Map:** - Build target account list with PURE scores - Map buying committees for top 10 accounts - Audit existing content: What exists? Missing? Stale? - Competitive audit: How do competitors position? Where vulnerable? **Foundation:** - Draft v1 messaging hierarchy - Set up conversation intelligence dashboards - Establish weekly learning loop cadence ### Days 31-60: Build, Test, Launch First Bets **Build:** - Finalize messaging hierarchy; test with sales + friendly customers - ROI/TCO calculator v1 - First persona-specific content pieces - Set up account enrichment for top 30 accounts **Test:** - Launch 2-3 messaging bets - Launch channel bet (e.g., executive LinkedIn content) - First warm outbound sequences to signal-showing accounts **Align:** - Present initial findings to leadership - Align with sales on account prioritization ### Days 61-90: Iterate, Expand, Prepare **Iterate:** - First bet review: What's working? Kill or amplify. - Update messaging based on call data - Refine account tiers based on signals **Expand:** - Launch additional bets - Set up website personalization for top accounts - Begin product launch planning if applicable **Prepare:** - Present 90-day results and updated Bet Board - Propose next phase investments --- ## Quick Reference: Power Phrases Use these frames in strategy discussions: - **"Hypothesis → Test → Learn → Iterate"** — not plan and execute - **"Learning velocity over planning perfection"** — especially at 0→1 - **"The market tells us, we don't tell the market"** — ground strategy in signals - **"Multi-threading is mandatory"** — complex deals require parallel engagement - **"Take the complex and make it simple"** — the core PMM challenge - **"Proven, not promised"** — flight heritage / production deployment matters - **"Every campaign is a bet with a kill condition"** — no sacred cows --- ## Using This Skill with Claude When working on ABX strategy, you can ask Claude to: 1. **Score accounts:** "Apply the PURE framework to [company] based on [context]" 2. **Build messaging:** "Create a capability-to-benefit translation matrix for [product]" 3. **Design bets:** "Propose 5 testable messaging bets for [segment]" 4. **Map journeys:** "Build a customer journey map for [persona] buying [product]" 5. **Analyze segments:** "Apply the segment-specific vs. synergy framework to [segments]" 6. **Create collaterals:** "Draft a battle card for competing against [competitor]" 7. **Build scorecards:** "Create a PURE scorecard template for [industry]" 8. **Plan launches:** "Design a bet board for launching [product] to [segment]" --- ## License MIT License. Use freely, adapt to your context, share improvements.