ABM (account-based marketing)

Treating named target accounts as markets of one. Invented 2003 (Bev Burgess, ITSMA) for markets too small and deals too big for volume. The highest-ROI approach ever benchmarked; its one-to-one form is normed at 5–25 accounts per team.

Source: Bev Burgess, ITSMA (2003), later codified in A Practitioner’s Guide to Account-Based Marketing (Burgess & Munn). Burgess formalized what Accenture and Unisys were already doing: treating a single strategic account as a market of one.

First used in: 0.2 · The motion at a glance