Q5: How will we make it happen?

By this point, you know who you're targeting, what matters to them and the value you can bring. Now it's about turning your strategy into a clear plan, so it translates into consistent action across the business.

This series explores the seven questions behind effective ABM, one at a time. Now for Question 5 of 7: How will we make it happen?

Our top tips

Build strong foundations first

Before you step up engagement with your accounts, you'll need the core assets in place, whether that's a dedicated webpage, two or three strong case studies, a sales enablement playbook or materials for events and meetings.

Getting this right makes everything that follows more effective.

Think programme, not campaign

Plan a 12-month programme rather than a series of one-off campaigns.

Break it into phases, such as foundations, activation and growth, and map it out on a Gantt chart so everyone has a working plan to refer to and keep updated.

Build on what's already happening

Most businesses already have some activity underway with target accounts: sales outreach, events and existing relationships.

Rather than starting from scratch, use the plan to make that activity more visible, back it with the right content and messaging, and give it structure for the long term.

Put budget options on the table

If you need to secure budget, set out a few investment options showing what each would deliver. It gives the project team a clear basis to discuss what's realistic and agree the way forward together.

Factor in team capacity too. Internal time isn't free, as there's always an opportunity cost.

Agree your success criteria upfront

Link your measures to the activity in each phase, then set indicative targets, such as the percentage of priority accounts engaged, active conversations and pipeline growth.

Be realistic, as targets will depend on the level of investment and how closely sales and marketing work together.

Be selective, test and learn

You can't do everything at once.

Go where your accounts go: their industry's events and networks, not your own. Then pick one or two activities you can do really well, test what works and build from there.

Review regularly and adapt

Check progress against your success criteria, perhaps quarterly, and adjust the plan as you learn.

Priorities shift and new opportunities emerge, so the plan should evolve too.

Final thought

ABM delivers when it's run as a structured programme, not a one-off campaign.

The businesses that get the most from it build on what's already working, focus on doing a few things well and keep reviewing as they go.

How are you turning your ABM strategy into consistent action?