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Account-Based Sales: How to drive pipeline in 2025
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The Old SDR model is almost dead.
Here is how it will be replaced, and what you’d do.
The Old SDR model:
- Building a large list of accounts that fit filmographies and are on the territory of SDR
- Receive MQLs from marketing
- Upload all contacts to the automated outbound cadence
- Follow-up with cold calling
- Rinse and repeat every quarter
KPIs are leads and appointments for AEs.
Sad reality: their account-to-pipeline ratio is around 0.1%.
Why?
Because nobody wants to hang out with SDRs who send unsolicited, non-personalised pitches.
You don’t even need anymore SDRs to run these obsolete playbook. AI and tools like @trigerfi can do it automatically for you.
Instead of SDRs, you need ABSR:
Account-Based Sales Reps.
ABSRs work closely with marketing and SME on account list building, qualification, scoring and prioritisation.
They evaluate ICP fit and revenue potential, and subsegment all qualified accounts into two lists:
Active Focus and Future pipeline.
For the «Active Focus List», ABSR do:
- Account research and buying committee mapping
- Connecting and engaging with everybody
- Posting cluster-based (aligned with the account challenge) nurturing content and distribute it to target accounts
- Create with marketing and SME personalised offers and activation playbooks
Their KPI: pipeline.
We have implemented this model with several clients lsat year, and saw account-to-pipeline 5-15%.
For the «Future pipeline», ABSR do:
- Run account research and define blind spots:
Who belongs to the buying committee?
What they must know about the target account to create a relevant content and a personalised offer?
How can they get this information?
- Connect and engage with the buying committee
- Progressive profiling
On a company level, everybody accepts that these accounts are not sales-ready. Hence the main KPI is account engagement and relationship with the buying committee.
ABSRs actively work on account awareness and create a future pipeline for themselves.
—-
B2B companies that continue running obsolete marketing and sales playbooks in 2024 are likely to continue laying off people and miss revenue targets.
You don’t have other choices than adjusting your marketing and sales process to how your customers are buying.
But the best part?
Everybody wins!
Here is how it will be replaced, and what you’d do.
The Old SDR model:
- Building a large list of accounts that fit filmographies and are on the territory of SDR
- Receive MQLs from marketing
- Upload all contacts to the automated outbound cadence
- Follow-up with cold calling
- Rinse and repeat every quarter
KPIs are leads and appointments for AEs.
Sad reality: their account-to-pipeline ratio is around 0.1%.
Why?
Because nobody wants to hang out with SDRs who send unsolicited, non-personalised pitches.
You don’t even need anymore SDRs to run these obsolete playbook. AI and tools like @trigerfi can do it automatically for you.
Instead of SDRs, you need ABSR:
Account-Based Sales Reps.
ABSRs work closely with marketing and SME on account list building, qualification, scoring and prioritisation.
They evaluate ICP fit and revenue potential, and subsegment all qualified accounts into two lists:
Active Focus and Future pipeline.
For the «Active Focus List», ABSR do:
- Account research and buying committee mapping
- Connecting and engaging with everybody
- Posting cluster-based (aligned with the account challenge) nurturing content and distribute it to target accounts
- Create with marketing and SME personalised offers and activation playbooks
Their KPI: pipeline.
We have implemented this model with several clients lsat year, and saw account-to-pipeline 5-15%.
For the «Future pipeline», ABSR do:
- Run account research and define blind spots:
Who belongs to the buying committee?
What they must know about the target account to create a relevant content and a personalised offer?
How can they get this information?
- Connect and engage with the buying committee
- Progressive profiling
On a company level, everybody accepts that these accounts are not sales-ready. Hence the main KPI is account engagement and relationship with the buying committee.
ABSRs actively work on account awareness and create a future pipeline for themselves.
—-
B2B companies that continue running obsolete marketing and sales playbooks in 2024 are likely to continue laying off people and miss revenue targets.
You don’t have other choices than adjusting your marketing and sales process to how your customers are buying.
But the best part?
Everybody wins!