The playbook
Account-based Marketing: Template and Field Guide
This account-based marketing template turns a broad task into a record another person can use. It captures account, stakeholder, need, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Map a target account's problem, stakeholders, existing relationship, and appropriate next conversation. Coordinate outreach so multiple team members do not send conflicting messages. Track progress at the account level while preserving each contact's role and preferences.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| account | Record the account associated with this customer or opportunity record. Use a stable reference so later updates can be matched. |
| stakeholder | Record the stakeholder associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| need | Record the need associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| interaction | Record the interaction associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| next step | Record the next step associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with account. Use the same reference throughout the record so notes are not attached to the wrong item. Then choose accounts with a clear fit and business reason. This establishes the information required before the worksheet becomes a request for action.
Next, map stakeholders needs and relevant messages. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as treating every contact at a target company as the same buyer, rather than a broad instruction to “improve performance.”
Finally, track account progress across coordinated interactions. Put adapt the message to the person's role and actual needs in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Treating every contact at a target company as the same buyer |
| Action | Adapt the message to the person's role and actual needs |
| First check | Choose accounts with a clear fit and business reason |
| Follow-up check | Track account progress across coordinated interactions |
| Outcome to define | target accounts reaching qualified discussion |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If stakeholder changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep target accounts reaching qualified discussion connected to the item so the team can later assess whether the action was useful.
Make communication preferences and conversation status visible to the responsible owner. An automated action should not continue blindly after a meaningful reply or a request to stop. Route uncertain cases to a person.
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