We share 5 SDR functions and KPIs to run a great account-based marketing (ABM) program and how they should collaborate with marketing to create awareness among target accounts and generate sales opps.
For Tier 1 and Tier 2 accounts, AEs should also be involved alongside the ABM and SDR teams. For Tier 3 accounts, just ABM and SDRs should handle it.
Also, I wouldn’t leave account selection and qualification to SDRs. Most don’t have the business acumen for it, and that’s not a bad thing. Early stage? The GTM leadership team should handle it. Once you scale? Let your data team take over.
Eric, I totally agree. That being said, we often observe that during the pilot stage:
a) The less people are involved, the faster is the execution
b) AEs are less likely to do the necessary engagement until they don't see a "fresh blood" :)
Account selection and qualification is not the SDR responsibility, it's the ABM team decision. SDRs can only apply the criteria that the team has approved.
Super interesting read! I’d add:
For Tier 1 and Tier 2 accounts, AEs should also be involved alongside the ABM and SDR teams. For Tier 3 accounts, just ABM and SDRs should handle it.
Also, I wouldn’t leave account selection and qualification to SDRs. Most don’t have the business acumen for it, and that’s not a bad thing. Early stage? The GTM leadership team should handle it. Once you scale? Let your data team take over.
Eric, I totally agree. That being said, we often observe that during the pilot stage:
a) The less people are involved, the faster is the execution
b) AEs are less likely to do the necessary engagement until they don't see a "fresh blood" :)
Account selection and qualification is not the SDR responsibility, it's the ABM team decision. SDRs can only apply the criteria that the team has approved.
Great post!
Thank you