GROWTH
Focused growth around the accounts most likely to move
Focused top-of-funnel and account growth support for B2B organisations that need clearer target accounts, sharper propositions and sales activity connected to measurable pipeline.
When this is needed
Signs this might be the right time
Account-Based Growth is usually needed when top-of-funnel activity is not creating enough meaningful pipeline, or when the business needs to focus effort around the accounts most likely to convert or expand.
- Top-of-funnel activity is inconsistent, underperforming or too dependent on individual effort
- The team is creating activity, but not enough qualified opportunities
- Target accounts are named, but not properly prioritised or worked
- Sales and marketing are not aligned around the same account strategy
- Messaging is too generic for senior buyers or complex buying groups
- Existing accounts have growth potential, but account plans are inconsistent
- The business needs a focused route into a new market, partner ecosystem or priority segment
- ABM has been discussed, but the operating model behind it is unclear
What's included
What we deliver
We help teams build focused account-based growth programmes around the accounts, propositions and buying groups most likely to convert. This is not broad campaign delivery. It is commercial marketing designed to support sales conversations, account progression and measurable pipeline.
Target account strategy
Account selection, segmentation, buying group mapping and prioritisation for focused pipeline development.
Account planning and growth plays
Practical plans for priority prospects, existing customers or partner-led opportunities, including whitespace, stakeholders, message angles and next actions.
Proposition and account messaging
Clear value propositions, pain points, proof points and sales-ready narratives tailored to the accounts or segments being pursued.
ABM strategy and enablement
Account-based programmes for priority prospects or customers, connected to sales activity and commercial objectives.
Outbound and campaign planning
Messaging, cadence design, qualification criteria and handoff processes for structured account-based outreach.
Content and collateral strategy
Guides, thought leadership, sales decks, webinars and proposal narratives designed to support buyer confidence and commercial conversations.
Nurture and conversion
Programmes that move known prospects and target accounts through the funnel with relevant content and clear next steps.
Measurement and reporting
Visibility into meetings generated, opportunities created, conversion and pipeline contribution.
Account growth tooling and reporting
Support to define the tools, workflows and reporting needed to prioritise accounts, track account activity and understand what is creating pipeline.
Outcomes
What improves
- Clearer focus on the accounts most likely to create revenue
- Sales and marketing working from the same account priorities
- More relevant messaging for senior buyers and buying groups
- Better progression from target account activity into meetings and opportunities
- Existing accounts worked with more structure and commercial intent
- Less wasted effort on low-fit activity
- Clearer visibility into what is creating pipeline and what is not
Where we’ve helped raise the bar
FAQS
Common questions
Is this the same as demand generation?
No. This is not broad campaign activity. Account-Based Growth starts with the accounts, propositions and buying groups that matter most, then builds the right activity around them.
Is this ABM?
It can include ABM, but only where the account focus, proposition, sales ownership and measurement are clear enough to make it useful. ABM is not treated as a magic-wand campaign.
Do you run the activity or design the programme?
We can design the strategy, support the internal team, shape the messaging and build the operating approach. Where execution support is needed, the scope should be defined around clear commercial outcomes.
Is this for new business or existing customers?
Both. The same account-based discipline can support named new logo pursuit, key account growth, partner ecosystems and existing customer expansion.
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You might also need
Sales Development & Conversion
SDR programmes, outbound prospecting and conversion optimisation that reliably fills and converts the top of funnel.
Go-to-Market Strategy & Planning
Market analysis, positioning, ICP definition and commercial performance planning that connects effort to measurable outcomes.
Revenue Operations & Funnel Design
CRM architecture, pipeline design and reporting that gives leadership teams real visibility into commercial performance.
Focused accounts need more than activity.
A Commercial Performance Diagnostic gives you a clearer view of where account focus, proposition and sales activity need to connect more effectively.