On the way up to Account-Based Selling success

Here’s all you need to know if you’re looking to break free from the middle of the pack and improve your account-based selling.

5 in 10 organizations identify with being
in the middle of the pack. Is this you?


Feel for the tipping point

Similar to Adopters, Developers are more likely to be SMB (small to medium-sized) than Leaders. While size isn’t necessarily a tipping point for ABS maturity across the board, there are slightly more large-sized organizations as you mature with 1 in 10 Adopters, 2 in 10 Developers, and 3 in 10 Leaders with large-sized companies of 501+. You can still be a small business selling enterprise solutions to a large-sized company — everyone starts somewhere.

So when it comes to investment in ABS, focus on your customers first, their connections next and then edge out — do you work with large enterprises? Can you provide a high touch sales approach? Do you have the people power?

3 in 4 Developers have under 50 salespeople, with the majority left sitting in the 101-250 salespeople range


Developers are SMB

Breaking company size down we have equal parts: 4 in 10 small-sized (under 100) and 4 in 10 medium-sized (100-500).


Developers have under 100k records in their CRM

The majority of Developers don’t have hundreds of thousands of account records. In fact, only 5% have total account records above 500k.


Use Salesforce CRM

The majority of Developers use Salesforce (64%), followed by Hubspot (15%), SAP (4%) Microsoft (3%) and other CRM platforms.


7 in 10 agree they have strong organizational alignment to support GTM motions… but there’s a catch

What’s the catch? This statement includes those that somewhat agree. When we start to unpack this, only 2 in 10 strongly agree with this statement. Comparatively to other maturities, Developers fall in the middle of the pack when it comes to aligning their teams. This is also a challenge that continues to persist as a Leader.

8 in 10 Developers have a RevOps function or plan to add one in the next 12 months

If you don’t have a RevOps function, it’s time to lean in.  Only 1 in 10 Developers state they do not have a RevOps function and do not plan to add one in the next 12 months.


Adding a new revenue team and/or account manager roles require aligning resources and people on objectives, process, and policies. Next, run an enablement training session for key players so departments know what they can do to deliver an aligned ABS prospect experience.


While most are in the middle of the pack, few feel strongly about having good data



Strongly agree they have a robust data governance policy in place at their organization.



Strongly agree they have clean and actionable account data enabling effective selling.



Strongly agree parent-child account data is linked accurately in their CRM with clear account relationships and territories.

“Create alignment & facilitate planning sessions with sales managers.”

   – Developer

Visualize your data and get the right people in the room

Aligning the entire go-to-market team including; Marketing Sales and Customer Success (i.e. to drive shared objectives) is the top challenge across all maturities (23%). However, the ability to effectively report on results of account-based selling strategies (20%), resourcing or people power (16%), and lack of account visibility for sales teams (12%), are also top challenges.

Pro Tip:

Use  hierarchy roll-up reporting to automatically calculate your ABS success across an entire family tree. It cuts back hours of reporting time and creates the most accurate picture of your accounts.


Are you set up for success with ABS?

The two most important strategies for Developers are identifying new sales opportunities/whitespace (27%) and tracking pipeline and conversion (18%). However, most Developers still feel like they are not executing these strategies well. Developers should be better enabled with the right tools and processes.

Pro Tip

Enable your team with better whitespace intelligence tools like account hierarchies and third-party data from data providers like Dun and Bradstreet. The best part? It gives your sales team visibility into territories and owned accounts so there’s no question who owns what account – it’s all visible with the click of a button.