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Unpopular opinion: ABM is sometimes overkill for enterprise sales
I spent 3 months building a full ABM campaign for a $50k deal and then realized a plain email sequence would have closed it faster. The prospect even told me 'I just needed a price sheet.' Has anyone else found ABM wasted on smaller enterprise accounts?
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leelewis1mo ago
Right? The real issue is ABM gets treated as a magic wand when it's really just a specific tool for specific situations. Had a rep on my team burn two weeks building a custom ABM playbook for a $20k deal with a company that had one decision maker. The guy literally said "Just email me the standard deck" three times before we did it. Meanwhile the same effort put into a $200k account with six stakeholders would have actually mattered. ABM works best when the buying group is complex and the deal size justifies the complexity, not as a default go-to for every enterprise deal just because they have a .org email.
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claire_wells871mo ago
Ugh yes @leelewis this is so spot on. I did the same thing last year - built a whole multi-touch thing for a $30k deal and the guy literally replied to my first email with "what's the price." Felt so dumb after. ABM is great for those big messy deals but way too much for anything under six figures with a simple buyer.
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veram991mo ago
30k. I did the exact same thing once, built a whole custom campaign for a 25k deal and the VP replied in 2 hours asking for a quote. Feels like such a waste of time looking back. Sometimes a simple email with a price sheet does the job way faster.
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