Orchestrating Plays
Sales and marketing in sync.
What an ABM Play Is
A play is a coordinated sequence of touches across channels, aimed at a specific account and buying group, with a defined objective and trigger. It is the executable unit of an ABM program.
Plays turn strategy into action: each one specifies who you target, why now, which channels fire, and what outcome moves the account forward.
Play anatomy
Trigger: why this play fires now
Audience: accounts + roles
Channels: ads, email, sales, direct mail
Sequence: ordered, timed touches
Goal: meeting booked / stage advanceOrchestration vs Random Acts
Orchestration means touches are sequenced and synchronized so the account experiences one coherent story. Random acts of marketing are disconnected blasts that confuse buyers and waste budget.
The hallmark of orchestration: a sales call references the same theme the ads ran last week, and the follow-up email continues it.
All lessons in this course
- ABM Fundamentals
- Selecting Target Accounts
- Orchestrating Plays
- Measuring ABM