Agile ABG Framework

TEOCA E2E FUNNEL
Written By Valerio Fonsmorti

At Human Rev Growth when we came up with the T.E.E.A framework (Target, Educate, Engage, Advocate) we thought about those 4 steps needed to take a prospect to become a client and then an advocate. In fact, after the Purchase stage of the buying journey, things are not over instead that’s where most of the revenue comes from. Therefore, the go-to-market should be seen as a cyclical process that leads from market intelligence and insight to perpetuated revenue generation through upselling and cross-selling current clients.

THE ACCOUNT-
BASED GROWTH
FLYWHEEL

Infinityn International Agile ABG framework

Courtesy of Infinityn International - Agile ABG Framework

Infinityn’s ABG or Account-Based Growth has been the pioneer of such an end-to-end approach and it has been the milestone for further developments in this space (see Account-Based Growth by Bev Burgess and Tim Shercliff).
ABG realized that, especially in corporations, the steps required to bring a prospective client to a closed won business are multiple, and require a different set of skills and dedicated focus. Moreover, its flywheel shape reminds us that to obtain the desired outcome on these accounts work must be perpetual.

RESEARCH

  • Data is the foundation of any go-to-market

  • Targeting Existing Accounts based on ‘Heat Maps’ (Install-base, gap vs supplier portfolio)

  • Target new logos based on the ‘Ideal Company Profile’ (ICP) definition

  • Contextualizing first-party and third-party data including digital intent

TEACH

  • Deploy top-of-funnel and middle-of-funnel campaigns

  • Engage buyers at the right stage in the pipeline

  • Supplement ABM campaigns with human outreach when appropriate

  • Deliver commercial insight

OUTREACH

  • Engage the Mobilizer & buying circle

  • Engage via multi-channel

  • Reach out with a personalized message

  • Dedicate teams to this account-based initiative

  • Adopt a human-centric approach

CHALLENGE

  • Create relationship proactively

  • Keep track of commitment with the buying group

  • Nurture & educate the Mobilizer to create consensus in the buying circle to win

  • Leverage account-centric information to challenge the status quo

ADVOCATE

  • Enhance customer satisfaction

  • Expand and grow within your client account

  • Extend relationships to upsell and cross-sell

  • Create customized Account-Based Experiences

Valerio Fonsmorti
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