The ABM Blind Spot

There's a pattern I see across GTM teams constantly: they build ABM programs aimed at accounts that have never heard of them, then measure success six months in and wonder why nothing moved.

The answer is almost always the same.
They skipped the accounts that were already paying attention.

This week's editorial by Mason Cosby is a practical reset on where ABM should actually begin, starting with momentum that already exists rather than trying to manufacture it.

Most ABM Programs Are Built Backwards.

One of the biggest reasons ABM programs fail has nothing to do with execution, it's where teams choose to start. Most default to building a target account list filled with companies that have never heard of them, then wonder why it takes months to generate any traction. By the time those accounts even begin to recognize the brand, the program is often already on the chopping block.

A more effective approach is to build around momentum that already exists. Instead of forcing awareness, the focus should be on identifying signals and relationships that are already there, and using those as the foundation for your program.

The Signals Were There the Whole Time

The highest-leverage ABM motions are built around momentum that already exists. Website visitors who hit your pricing page, attended webinars, or engaged with content are not cold accounts, they're active signals.

Closed-lost deals represent accounts that once believed you could solve their problem. Existing pipeline has deals already in motion. And your current customer base is full of expansion opportunity that most teams leave untouched.

The common thread: context, data, and some level of relationship already exist.

Four Moves That Build Traction Fast

Signal-Based Account Prioritization
Build your initial target list around accounts that have already shown intent; pricing page visits, content engagement, webinar attendance. These accounts have awareness. Working with them first makes early traction significantly easier.

Closed-Lost Re-Engagement 
Closed-lost reasons are rarely permanent. Budgets shift. Priorities change. Internal dynamics evolve. Revisit these accounts with highly specific messaging that directly addresses the original objection. This is one of the fastest ways to stand up a focused ABM motion from a standing start.

Pipeline Acceleration 
Rather than chasing net-new, focus ABM resources on accounts already in motion. Even moving a deal one stage faster creates measurable impact, especially in long-cycle environments. Start with a one-to-three rep pilot to test and prove the motion without disrupting broader sales.

Customer Expansion 
Retention gets most of the attention. Expansion gets most of the return. Map the customer journey, identify where additional needs arise, and introduce relevant solutions at the right moment. Customers already trust you, they just don't know everything you can solve.

Prove It Small, Then Scale It

Teams that start here, with accounts where context and relationship already exist, build early wins faster, generate internal confidence sooner, and create a foundation that scales.

Once you've proven what works against warm accounts, expanding into colder, less familiar territory becomes far more effective. ABM stops feeling like a long bet and starts compounding.

By Mason Cosby, CEO and Founder at Scrappy ABM

Want to learn from more Revenue Creators like Mason? Join the RevGenius community and be part of the movement rewriting the GTM playbook.

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