Step by step guide on how to set up an ABM Squad in your company
Posted: Thu Feb 20, 2025 5:25 am
Has Account-Based Marketing proven to be an efficient strategy for your business goals? Then follow the step-by-step guide on how to adopt this technique using agile methodologies .
In this case, we use the rituals and taiwan mobile database of Squads , lean groups formed by interdisciplinary talents who work towards the same goal.
Here, we treat Account-Based Marketing as a project that your company is studying to incorporate, so the objectives are:
1. Identify and define the ideal customer
2. Generate a list of these accounts
3. Create personalized offers and content
4. Develop campaigns
5. Measure the results
For such purposes, there is a minimum need for a relationship with marketing and sales expertise, but in this scenario we assign responsibilities to a high-performance team made up of a person from sales, marketing, customer service, product (or growth) and business intelligence.
To manage projects , we use the Runrun.it management software to guide development. Therefore, create a Board with the project monitoring steps. We chose the following phases:
With Runrun.it you can monitor your projects on one screen and collaborate with your team
1. Backlog – list of tasks that make up the project, but have not yet started;
2. Meeting – meeting with all project members to discuss the process structure, exchange information and define monitoring rules. These initiation meetings are also called kick-off meetings ;
3. Doing – tasks in progress, but testing has not yet been incorporated;
4. Testing phase – the project was put into practice;
5. Analysis – KPIs are studied by the business intelligence team;
6. Review – new meetings in which the team meets to understand what went well and what needs to be improved. In these meetings, you can start with the following questions:
How much was the budget invested?
How many accounts become real sales opportunities?
How long did a sales cycle take?
What is the average ticket for these sales?
Were there positive results?
Is it possible to replicate this same process?
Did your company see value in this action?
Do you know where to climb?
To better understand how the methodology works, each stage is a new Sprint, meaning you will have at least 6 Sprints with cycles between one and two weeks. The short time frame allows the team to focus on the project without neglecting their daily tasks.
In this case, we use the rituals and taiwan mobile database of Squads , lean groups formed by interdisciplinary talents who work towards the same goal.
Here, we treat Account-Based Marketing as a project that your company is studying to incorporate, so the objectives are:
1. Identify and define the ideal customer
2. Generate a list of these accounts
3. Create personalized offers and content
4. Develop campaigns
5. Measure the results
For such purposes, there is a minimum need for a relationship with marketing and sales expertise, but in this scenario we assign responsibilities to a high-performance team made up of a person from sales, marketing, customer service, product (or growth) and business intelligence.
To manage projects , we use the Runrun.it management software to guide development. Therefore, create a Board with the project monitoring steps. We chose the following phases:
With Runrun.it you can monitor your projects on one screen and collaborate with your team
1. Backlog – list of tasks that make up the project, but have not yet started;
2. Meeting – meeting with all project members to discuss the process structure, exchange information and define monitoring rules. These initiation meetings are also called kick-off meetings ;
3. Doing – tasks in progress, but testing has not yet been incorporated;
4. Testing phase – the project was put into practice;
5. Analysis – KPIs are studied by the business intelligence team;
6. Review – new meetings in which the team meets to understand what went well and what needs to be improved. In these meetings, you can start with the following questions:
How much was the budget invested?
How many accounts become real sales opportunities?
How long did a sales cycle take?
What is the average ticket for these sales?
Were there positive results?
Is it possible to replicate this same process?
Did your company see value in this action?
Do you know where to climb?
To better understand how the methodology works, each stage is a new Sprint, meaning you will have at least 6 Sprints with cycles between one and two weeks. The short time frame allows the team to focus on the project without neglecting their daily tasks.