abm-program-design
ABM Program Design
ABM programs rarely fail because the accounts were wrong. They fail because the list was sized to hit the pipeline target and the team was sized by whoever happened to be free, and nobody multiplied the two together.
Three months in, the Tier 1 accounts are getting Tier 3 treatment, the personalised work everyone agreed to has quietly stopped, and the programme is reported as "needs more time".
When to use
The user is standing up an ABM program, re-tiering an existing one, being asked how many accounts to target, or trying to work out why a running program is not producing pipeline.
Do not use this before there is an account list with a fit score behind it. A capacity model over a list nobody validated just tells you how long it will take to do the wrong work.