For sales, marketing, and customer success alignment in ABM motion
Use this scorecard to evaluate each account across core dimensions.
Each factor is scored 1–5, and the total score gives you a snapshot of account momentum and readiness.
Use it weekly or biweekly to align sales and marketing on next steps.
| Account | Engagement Score | Stakeholder Depth | Intent Signals | Sales Stage Progress | Score Total (out of 20) | Tier | Next Action |
|---|---|---|---|---|---|---|---|
| Acme Corp | 5 – High traffic & opens | 4 – 3 roles engaged | 4 – Visited pricing + replied | 4 – Demo scheduled | 17 | Tier 1 | Personalize ROI deck |
| BetaWorks | 2 – Light opens | 1 – One passive contact | 2 – Email clicks only | 1 – Early outreach | 6 | Tier 3 | Add to nurture + retargeting |
| CloudSync | 4 – Active trials | 3 – 2 active users | 3 – Product engagement | 3 – Discovery call booked | 13 | Tier 2 | Schedule team-wide demo |
| Category | Score Range | Scoring Criteria |
|---|---|---|
| Engagement | 1–5 | Website visits, email opens/clicks, ad engagement |
| Stakeholder Depth | 1–5 | # of contacts from different departments engaged |
| Intent Signals | 1–5 | Visited pricing, comparison pages, requested demo, interacted with key features |
| Sales Progress | 1–5 | From outreach → demo → proposal → procurement stages |
| Score Range | Tier | Recommended Action |
|---|---|---|
| 16–20 | Tier 1 | High-touch ABM, assign dedicated rep + resources |
| 11–15 | Tier 2 | Mid-touch effort, light personalization + nurture |
| ≤10 | Tier 3 | Automated nurture, marketing-only touchpoints |