Sales and account-based marketing intelligence

Find the best doors to knock on by building account-level intelligence on target organisations, buyers and influencers.


Our approach: The Directional Policy Matrix

Sales and account-based marketing intelligence

The key to successful account-based marketing is identifying who is worth targeting and who is not. This can be done by measuring the attractiveness of each segment versus how strong your offering is for that segment.

This is plotted on a directional policy matrix (DPM) to indicate where the biggest potential lies. The size of each bubble represents the relative size of each segment (e.g. by numbers of businesses, total spend, etc).


Case study: Helping a software provider build a list of high-potential prospects in a new market

Our client, a provider of workforce management software, wanted to extend its reach to central governments and allied organisations. These were previously identified to offer a new potential target market due to their perceived need to plan and schedule their people / assets more effectively. Research was needed across a pre-defined list of public sector organisations to establish a list of target organisations that may be appropriate or receptive to the clients offer.



Sales Battlecards
A “cheat sheet” used by account management and sales teams for engaging with a customer or prospect.
Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs, challenges and behaviours in order to more effectively market to them.
External Comms
Helping you identify and push compelling customer value propositions that resonate with your audience and give your brand a competitive edge.
Internal Comms
Creating infographics, booklets, videos and presentations to communicate research findings to the wider organisation in an engaging and memorable way.

B2B Insights and Viewpoints: What we’ve learned from doing sales and account-based marketing intelligence Research

Get in touch to find out how you can benefit from Sales and Account-Based Marketing Intelligence