ABM · case study
ABM System Launch
The challenge
PRGX had no formal ABM program, playbooks, or aligned ICP model for enterprise targeting. Marketing, Sales, and Operations were operating in silos with inconsistent definitions and engagement strategies. Lack of visibility into account intent, engagement, and buying committees limited progression. Content and messaging were not structured for personalization across tiers and personas.
Our methodology
1. ABM Operating System: Designed a unified strategy including ICP
ABM Operating System: Designed a unified strategy including ICP, tiering, and account selection rules
2. Intent & Signal Integration: Connected Demandbase
Intent & Signal Integration: Connected Demandbase, CRM, and MAP to surface account-level insights
3. Multi-Threaded Sales Alignment: Built playbooks and processes for deep stakeholder engagement
Multi-Threaded Sales Alignment: Built playbooks and processes for deep stakeholder engagement
4. Personalization Infrastructure: Created modular messaging for industries
Personalization Infrastructure: Created modular messaging for industries, personas, and account tiers
5. Measurement Framework: Established MQAs
Measurement Framework: Established MQAs, progression metrics, and sales alignment reporting.
The execution
ABM Operating System: Designed a unified strategy including ICP, tiering, and account selection rules. Intent & Signal Integration: Connected Demandbase, CRM, and MAP to surface account-level insights. Multi-Threaded Sales Alignment: Built playbooks and processes for deep stakeholder engagement. Personalization Infrastructure: Created modular messaging for industries, personas, and account tiers. Measurement Framework: Established MQAs, progression metrics, and sales alignment reporting.
The outcome
Measurable impact across pipeline, efficiency, and growth.
Launched a scalable ABM engine enabling coordinated marketing + sales motions across 300 enterprise accounts
87% YoY pipeline growth
180% lift in MQL→SQL conversion
“Launched a scalable ABM engine enabling coordinated marketing + sales motions across 300 enterprise accounts”
PRGX Global
Outcome summary
Expertise applied
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