The Plan
Know exactly who to go after, and why.
We work out which accounts matter, who’s inside them, what they care about, and how to reach them. You get a documented plan your sales and marketing teams can align around and run.
Most ABM fails before the first campaign runs.
Companies skip to campaigns. They pick accounts on gut feel, run LinkedIn ads at a broad audience, and wonder why nothing happens. The Plan stops that.
We learn your market, select accounts, map the buying committees inside them, and design the approach. The account and intent data behind it comes from The Pulse, our always-on signal layer, so the list is built on what accounts are actually doing, not a snapshot from a database.
What you walk away with is a documented plan that answers everything your team needs before execution starts: the specific accounts, the people within them, the channels to reach them, and the angle each buyer needs to hear.
See what The Plan looks like for your accounts.
How it works
Four phases, over six to eight weeks
This happens in weeks 1 to 2:
We get deep into your market, your ICP, and the accounts you’re trying to reach. Before we select anything, we make sure we understand the business you’re trying to win and the buyers you’re trying to reach.
This happens in weeks 3 to 4:
We validate and tier the account list by fit, intent, and revenue potential, then map the buying committee inside each account. You end up with a target list your sales team recognises and a clear picture of who has to say yes.
This happens in weeks 5 to 6:
We design the overall channel approach, the sequence, and the measurement framework. Which channels, in what order, and how you’ll know an account is warming before it converts.
This happens in weeks 7 to 8:
We walk you through the documented plan with your team, so everyone understands not just what to do, but why each account, person, and channel was chosen. You’re ready to execute the day we finish.
What you get
Everything your campaign needs before it launches.
Account selection & tiering
A validated target list, scored and tiered by fit, intent and revenue potential. Each account is assessed against your ICP and its real likelihood to close, using live signals from The Pulse rather than a static database pull. A commercial list your sales team will recognise, not a wishlist.
Buying committee mapping
For each account, we map the decision-makers, influencers, champions and blockers, what each one cares about, and where they pay attention. These are the foundation every campaign is built on.
Channel & messaging strategy
Which channels, in what sequence, and why, plus the core message angle for each buyer. We define what needs to be said and to whom. The Pursuit is where that gets translated into a campaign that goes live.
Measurement framework
How you’ll track progress, what signals an account is warming, and which metrics tie to pipeline. No vanity reporting. Every metric connects to an outcome leadership cares about.
The proof
What good ABM looks like.
Why choose us
This is why The Plan works:
01.
A strategy built on real experience
We don’t build strategy in theory. Every recommendation comes from running ABM campaigns across APAC. We know what works because we’ve done it.
02.
You see everything before you commit
You get the account list, the stakeholder maps and the channel strategy before a dollar of execution is spent. If the plan doesn’t hold up, you don’t pay for execution. You still walk away with something you can use.
03.
The plan is yours, no strings attached
Everything we produce belongs to you. Run it internally, hand it to another agency, or bring us on to execute. We don’t use The Plan as a sales funnel. It earns its money on its own.
What comes next
The Plan sets direction.
The Pulse keeps watch.
The Pursuit acts.
Most clients bring us on to run what we built, because the team that designed the strategy runs the campaigns. No handoff deck, no re-briefing, no context lost between agencies.
And it doesn’t go stale. The Pulse keeps reading your accounts while the campaign runs, so The Pursuit reacts to what’s happening this week instead of working off a plan that’s three months old. The people who know why each account was selected are the ones building the creative, enabling your sales team, and moving accounts into pipeline.
See how we run it to start generating pipeline for you.
Frequently Asked Questions
Most engagements run 6 to 8 weeks.
Two weeks of discovery and research, two to three weeks of the heavy lifting (account selection, tiering, committee mapping, channel strategy), then review and handover.
Complex markets or large account lists can push this to 10 weeks, and we’ll tell you upfront.
Rushing The Plan is how campaigns underperform later.
Good, most companies do.
The problem is that most lists were built on gut feel, revenue size, or a rep’s relationships.
We validate yours against your ICP, cut the accounts that don’t belong, and tier the rest by fit, intent, and revenue potential. Sometimes we halve the list. Sometimes we add accounts nobody was looking at.
The goal is a target list both your sales and marketing teams believe in, because ABM only works when they’re aligned on who you’re going after.
No. You need a CRM, LinkedIn, and a team willing to do the work.
Platforms like Demandbase and 6sense add value at scale, but they’re not a prerequisite. We’ve built significant pipeline with a well-built spreadsheet, LinkedIn Sales Navigator, and a disciplined cadence.
Buy the platform later, once you’ve proven the model and know what you need it to do. Buying it first is how companies end up with expensive software and no strategy behind it.
You have options. Run it internally, hand it to another agency, or bring us on to execute it through The Pursuit.
The Plan is yours either way. Most clients choose the full programme because the team that built the strategy runs the campaigns: no handoff deck, no re-briefing, no context lost. The people who know why each account was selected are the ones building the creative and enabling your sales team.
Engagements are scoped to your situation: the number of accounts, the complexity of your market, and how much foundational work is needed.
Pricing is structured per account tier, not per hour, so you’re paying for the depth of work, not the time it takes.
We don’t publish a flat rate because no two ABM programmes are the same.
Get in touch and we’ll give you a straight number after a short conversation about what you’re working with.
You already know which accounts matter.
Let’s go win them.
Tell us what you’re working with, and we’ll get back to you within 24 hours. No pitch deck, no hard sell. Just an honest chat about whether ABM fits what you’re trying to do.