Go-to-market approach · Established

Account-Based Marketing (ABM)

Account-Based Marketing

What does Account-Based Marketing (ABM) mean?

A coordinated approach that targets selected high-value organisations with tailored marketing and sales activity.

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Revenue Operations (RevOps)An operating model that aligns sales, marketing, customer success, data and systems around the revenue lifecycle.
Sales OperationsThe function that improves sales planning, data, tooling, territories, compensation and process execution.
Customer Success (CS)A proactive function focused on adoption, outcomes, retention and sustainable account growth after a sale.
Customer Success Manager (CSM)A role responsible for helping a portfolio of customers adopt a product, achieve outcomes and renew.
Account Executive (AE)A sales role that manages qualified opportunities and leads commercial conversations through to close.
Sales Development Representative (SDR)A role that researches prospects, starts conversations and qualifies potential opportunities for account executives.
Business Development Representative (BDR)A prospecting role often focused on outbound outreach, partnerships or creating new pipeline; usage varies by company.
Product-Qualified Lead (PQL)A user or account whose product behaviour indicates meaningful value and potential readiness for a commercial conversation.