Named accounts

A market defined as a finite list of specific companies known by name — not personas in the abstract. WPH’s Ring 1 is ~80 named accounts collapsing into ~10–15 ownership groups.

Source: Account-based marketing practice (Bev Burgess / ITSMA). The defining move of ABM: the market is a finite, named list — not a persona in the abstract.

First used in: 0.2 · The motion at a glance