Inside A Completed myGTMplan
A shared ABM strategy, a practical account playbook and the guidance your team needs to put both into use.
The plan is deliberately concise. Sales and marketing need a version they can use in a weekly meeting, not a 100 slide strategy document that disappears after sign off.
Behind the two working pages sits the supporting guidance: the decisions made, the funnel logic, the account research and the tactics required at each stage.
Page One
The ABM Strategy
Where revenue growth will come from, what needs to happen to achieve it and where sales and marketing should focus.
The Strategy page brings together:
- Revenue targets by year and the monthly run rate behind them.
- The markets, sectors and account segments most worth pursuing.
- The problems you can solve, assessed for market attractiveness and your competitive strength.
- Priority buying groups and the people who influence, approve and make the decision.
- Your offer, commercial routes to market and sales channels.
- Funnel metrics from target accounts through to orders.
- The sales capacity, meeting rate and conversion levels required to deliver the plan.
- Current sales velocity and the improvements required to meet the target.
Illustrative example, not client data.
The figures are connected. Change a conversion rate, average order value or sales cycle and you can see the effect on orders, monthly targets and sales capacity. This is what turns an ABM plan into a commercial plan that sales leaders and finance teams can test.
Page Two
The ABM Playbook
How an account travels from a name on a list to a signed order, and who owns each step.
Illustrative example, not client data.
Eight stages, defined by what the buyer has done, not by what you have sent.
New Names Found, Positioned In Category, Interest Established, Gap Acknowledged, Need Agreed, Offer Understood, Preference Formed, Decision Made.
The first two exist for the 95% who are not yet looking. Getting found, and getting understood as a credible option, decides whether you are on the list when a buyer finally starts a process.
Three ownership bands.
Marketing leads at the front. Both teams work the middle, where the gap gets acknowledged and the need agreed. Sales leads the close. Nobody has to ask whose move it is.
Tactics tagged by campaign type.
Four motions, plus the plays common to all of them. Outbound, where you go to the account. Inbound on profile, where an account matches your ICP and you position ahead of any interest. Inbound on intent, where the account has shown a buying signal. And tracking movers, where someone has changed role into a job you sell to.
Your team can see which tactic belongs to which motion instead of firing everything at everyone.
One KPI per stage.
Target accounts identified and ICP fit. Tier one reach and engagement rate. Sales accepted discovery calls booked. Accounts with validated pain. Opportunities with an agreed evaluation path. Pilots agreed. Proposal ready. Closed won, deal value and cycle time.
That row is what a monthly management meeting runs on. Without it the review becomes a discussion of how busy everyone has been.
Illustrative example, not client data.
And The Guidance To Run It
A plan on a page is easy to admire and hard to act on, so the two pages arrive with a presentation behind them: which tactics suit your market and your team, what each needs to work, what good looks like, where they commonly go wrong, and which to leave alone until the earlier stages are producing.
This is the difference between a plan and a template. A template hands you an empty grid and your best guess. You get the completed plan plus the guidance for everything in it, so the person running the first stage in three weeks knows exactly what to do.
How It Gets Built
myGTMplan is an AI-assisted system. AI carries the research and the drafting, which is where the time goes. Sales reps spend 60% of their time on work that is not selling, according to Salesforce's State of Sales report, 7th edition, 2026, and planning work has the same problem.
- ICP definition and account scoring against behavioural and firmographic signals
- Market sizing evidenced rather than guessed at in the room
- Buying committee mapping, including the people with the quiet power to stop the whole thing
- Message angles per role, because the finance approver and the operations lead are not worried about the same thing
- A content audit against the eight stages, so you can see where you have nothing to send
- Draft copy for the playbook tactics, written by persona and not by campaign
Every output gets checked before it goes near your plan. Where a figure will not stand up, it is flagged and left out.
Questions And Answers
Q. What do we actually receive in the ABM GTM plan?
A. You receive a completed ABM Strategy, a completed ABM Playbook and the supporting guidance that explains how to run them.
The two pages give sales and marketing one clear view of commercial priorities, target accounts, buying groups, funnel assumptions, stage ownership and measures. The supporting presentation explains the tactics, decisions and practical actions behind each part of the plan.
Q. Is this a template or a consultancy project?
A. It is a facilitated planning project, built around your market, commercial targets and priority accounts.
myGTMplan gives you the research, funnel model, account segmentation, buying group insight, workshops and a completed plan that your sales and marketing leaders have built together.
See how myGTMplan compares with templates, agencies, platforms and specialist hires
Q. How much work is required from our team?
A. Your sales and marketing leaders take part in two focused workshops and provide the information you already hold: revenue targets, conversion rates, sales cycle data, account lists and insight from your best customers.
Research and first drafts are completed before the workshops. The sessions can therefore focus on decisions, testing assumptions and agreeing ownership, rather than assembling basic information in the room.
Q. What happens once the plan is complete?
A. Some teams run the plan themselves. Others continue with ABM Intel for account and buying group intelligence, or use us for implementation support, monthly intelligence and quarterly reviews.
There is no obligation to take further services. The initial objective is a practical, agreed plan your team can begin using immediately.
Let's Talk
Bring your numbers and your account list. One conversation will tell you whether myGTMplan fits.
Patrick Rea FCIM
CIM Course Director for Account-Based Marketing
Prefer to write directly? Email is just as welcome as the form.