Revenue and sales
Account-based marketing (ABM) inverts the usual commercial order: you pick the companies you want by name and build a dedicated programme for each, instead of collecting a wide pool of contacts and filtering it afterwards.
It pays off when a few dozen accounts carry most of the revenue, and it requires Marketing and Sales to work the same list of names in the same order of priority.
An example
The case below is constructed, since the term does not appear in the articles yet. An industrial supplier with a few dozen possible customers works from a list rather than an audience: each row carries the name of the company to be won, the rep who owns it and the reason that company should change supplier. Marketing material is built for those rows, and cost per lead stops being the measure of the work.
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