ABM treats individual accounts as their own market. It works when deals are large, cycles are long, and personalization at the account level is feasible. It doesn't work when you're selling at small ACVs to thousands of accounts.
What ABM is
Concentrated effort on a finite list of named accounts, with personalized messaging across multiple buyers in each account, coordinated across marketing and sales.
When to use it
ACV > $25K, deal cycles > 60 days, and a finite TAM (under ~5,000 accounts).
When not to
PLG, SMB sales, transactional models. ABM overhead crushes margin at low ACVs.
Common failure modes
Treating ABM as 'send 500 personalized emails.' Without account research and multi-stakeholder choreography, it's just expensive cold email.
How SendroAI Fits In
SendroAI scales account-level research so ABM motions don't require an analyst per account.