Build Your Target Account List

What you'll learn

• Build a long list of candidate accounts from seven sources, each with a note on why it is there.
• Cut a long list with knock-outs, score what is left on fit, timing and access, and explain to a colleague why one account ranks above another.
• Tell a trigger event from ordinary news, judge how long its window stays open, score timing from evidence and decide what to do when nothing has changed.
• Set the size of your target account list from the hours your team has, decide what happens to accounts that miss the cut and say when the cap can move.

Lessons

1. 1

   Where Candidate Accounts Come FromFor teams starting a target account list from a blank sheet. You leave with seven sources of candidate accounts, the nine columns to record and a test for a healthy long list.

   5 minStart →
2. 2

   Knock-Outs and ScoringFor teams with a long list of candidate accounts and no order to it. You leave with a knock-out pass, a three-group scoring method, a way to settle disagreements and a ranked list.

   5 minStart →
3. 3

   Trigger Events and Timing: When to Approach an AccountFor teams with a scored list who cannot tell which accounts to work this month. You leave with a four-part trigger test, three trigger families, a window for each and a rule for accounts where nothing has changed.

   5 minStart →
4. 4

   Capping the List to Your Capacity: How Many Accounts to WorkFor teams with a scored and timed list that is longer than anyone can work. You leave with a capacity sum for each tier, a bench for the accounts that miss the cut, three exit rules and a test for when the cap can rise.

   7 minStart →

Put it into practice

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