1
The Demand Continuum
ABM 1:FEW
ABM 1:1
TARGETED OUTBOUND
ABM 1:MANY
BRAND, SEO, SEM & SOCIAL
Revenue Contribution | | | | | | | | | |
Approach | | | | | | | | | |
Account Selection Criteria | | | | | | | | | |
Insights | | | | | | | | | |
Messaging + Content | | | | | | | | | |
Sales Alignment | | | | | | | | | |
Success Metrics | | | | | | | | | |
Support Structure | |||||||||
Alignment + Organizational Support | | | | | | | | | |
Operations, Technology & Analytics | | | | | | | | | |
OUTBOUND-LED
PRODUCT-
LED
PARTNER-
LED
INBOUND-LED
The Demand Continuum describes the relationship between target audience breadth, depth of meaningful personalization and technology.
Category names can be changed if the elements for each are clearly defined and agreed to by the GTM teams.
DEPTH OF INSIGHTS/MSG RELEVANCE (PERSONALIZATION)
MANY
1
NUMBER OF ACCOUNTS