Your guide to GTM metrics 2.0
- Identifying your target accounts isn’t a one-off exercise with basic TAM filters. A best-in-class approach is to have a dynamic ICP model that can evolve with your product and market. At a minimum, revisit it annually.
- You need good data to not only pick accounts, but to engage accounts at scale. This should include a combination of firmographic,
Kyle Poyar • ICP marketing done right
Because the mindset shifts in account-centric from focusing on lead volume and qualification to targeting the right accounts and progressing toward closed opportunities, the metrics used to evaluate your program change, too.
Sangram Vajre, Eric Spett • ABM Is B2B.
Phase 1: Build your rev ops foundation for account-driven GTM
- Step 0: Define ICPS & TAM: If you don’t understand your audience and who you are going after over the next year or so, the rest of this work will be super difficult!
- Step 1.1: Define account tiers : Segment your TAM into 3–4 tiers based on fit, value, and intent to prioritize market
The Shift to Account-Driven GTM
Having the discipline to understand your customer data and to invest in accurate reporting is what powers the GTM flywheel, drives efficiency in a sales org, and educates product decisions.
Sean Whitney • Figma’s Early Days—How Patience & Discipline Fostered a Killer Product
The TEAM Framework puts MQLs out to pasture because in the world of ABM, you never sell to a lead, but always to an account. That means a new performance indicator must be used to measure success, and it’s called engagement.