ABM Campaign Planning Template
The complete spreadsheet for planning account-based marketing campaigns. Account tiering, play design, channel mix, and measurement frameworks.
The three hard parts of running ABM
The template helps you plan. These dig into where most programs break.
Account Selection
How to build a target list that doesn't dilute. Fit signals, intent weighting, and the 100/300/1000 structure.
Read →Play Design
1:1, 1:Few, 1:Many — what each tier actually produces, and which plays win each.
Read →ABM Measurement
Account engagement vs pipeline attribution. What the SLT will actually look at, and what to measure weekly.
Read →Download the Template
Get the Excel template with account tiering matrix, play templates, budget allocation, and KPI tracking.
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What's Inside
Account Tiering Matrix
Score and tier accounts based on fit, intent, and engagement signals.
Play Templates
Pre-built campaign plays for each tier: 1:1, 1:Few, and 1:Many.
Channel Mix Planner
Budget allocation and channel selection by account tier.
KPI Dashboard
Track account engagement, pipeline influence, and revenue impact.
Template Preview
| Tier | Accounts | Approach | Budget % |
|---|---|---|---|
| Tier 1 | 25-50 | 1:1 personalized | 40% |
| Tier 2 | 100-300 | 1:Few cluster-based | 35% |
| Tier 3 | 500-1000 | 1:Many programmatic | 25% |