# Abm Program Orchestrator > > - **Type:** Skill - **Install:** `agentstack add skill-stallin-sanamandra-b2b-saas-marketing-skills-abm-program-orchestrator` - **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior - **Seller:** [Stallin-Sanamandra](https://agentstack.voostack.com/s/stallin-sanamandra) - **Installs:** 0 - **Category:** [Agent Skills](https://agentstack.voostack.com/c/agent-skills) - **Latest version:** 0.1.0 - **License:** MIT - **Upstream author:** [Stallin-Sanamandra](https://github.com/Stallin-Sanamandra) - **Source:** https://github.com/Stallin-Sanamandra/b2b-saas-marketing-skills/tree/main/skills/abm-program-orchestrator ## Install ```sh agentstack add skill-stallin-sanamandra-b2b-saas-marketing-skills-abm-program-orchestrator ``` Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent. ## About # ABM Program Orchestrator > A sequential, closed-loop system for running account-based marketing in B2B SaaS. > Each phase produces a defined output that feeds the next. Run all 8 phases for a > full program build, or invoke any phase individually when you need just one piece. ## Why This Skill Exists Most ABM programs fail for three reasons: 1. **They're built as campaigns, not systems.** A "target account list" email blast is not ABM. ABM is a coordinated motion across marketing, BDR, and sales that treats accounts as markets of one. 2. **They skip the economics.** If your ABM cost per SQO is $3,667 but the ACV justifies it at $20K with 3-month payback, the program works. Most teams never run this math. They either overspend on low-ACV accounts or underspend on high-value targets. 3. **There's no feedback loop.** Campaign ends, team moves on, learnings evaporate. The next ABM cohort starts from scratch instead of building on what the last one taught you. This skill fixes all three by encoding ABM as a sequential pipeline with a closed loop. Phase 8 feeds learnings back into Phase 1. Each cohort makes the next smarter. ## When to Use This Skill - Designing an ABM program from scratch - Building or refining a target account list - Setting up account tiering criteria and methodology - Planning multi-channel orchestration for target accounts - Coordinating BDR outreach with marketing air cover - Defining ABM-specific measurement and attribution frameworks - Running a quarterly ABM program review - Making a budget case for ABM investment to leadership - Comparing ABM economics against demand gen efficiency - Designing account progression plays (awareness to opportunity) ## When NOT to Use This Skill - Broad demand gen campaign planning (ABM is targeted, not broad) - Lead scoring or MQL definitions (use your MAP's scoring model) - Single-channel campaign execution (ABM is multi-channel by definition) - SMB/PLG motions where 1:1 account targeting doesn't justify the CAC - Content creation for ABM campaigns (this skill designs the program, not the assets) - CRM or MAP technical configuration (this is strategic, not implementation) --- ## The ABM Pipeline: 8 Sequential Phases Each phase produces a defined output. That output becomes the input for the next phase. Skip a phase and the downstream work breaks. ``` PHASE 1 PHASE 2 PHASE 3 PHASE 4 ICP & Economics → Account Selection → Account Tiering → Buying Committee Mapping ↓ ↓ PHASE 8 PHASE 7 PHASE 6 PHASE 5 Program Review ← Measurement & ← BDR Coordination ← Channel & Feedback Attribution Orchestration ↓ └──→ PHASE 1 (next cohort) ``` **The closed loop:** Phase 8 produces a learnings document that updates Phase 1 inputs. Account selection criteria sharpen. Tiering weights adjust. Channel mix shifts. Each cohort inherits what the last one learned. --- ## Phase 1: ICP Definition & ABM Economics **Input:** Company strategy, segment definitions, current pipeline data **Output:** ABM ICP document + economic viability model Before selecting a single account, prove the economics work. ### ABM Economic Viability Test Run this before investing anything. If the math doesn't work at the unit level, no amount of orchestration will save the program. ``` ABM ECONOMIC MODEL Target segment ACV: $________ Expected win rate (ABM): ________% Gross margin: ________% Average sales cycle: ________ months Planned ABM spend/quarter: $________ Expected SQOs from ABM: ________ DERIVED METRICS Cost per SQO: $________ (spend / SQOs) Expected revenue per SQO: $________ (ACV × win rate) Expected customer CAC: $________ (cost per SQO / win rate) CAC payback (months): ________ (expected CAC / (ACV × margin / 12)) Calendar payback (months): ________ (CAC payback + sales cycle) Pipeline-to-spend ratio: ________:1 ((SQOs × ACV) / spend) VIABILITY CHECK □ CAC payback 3:1? □ Cost per SQO justified by ACV? (rule of thumb: cost per SQO 2× your average deal size - Active buying trigger confirmed - Sales has a named champion or entry point - Account is in your top vertical(s) Tier 2 IF: - ACV potential > 1.5× your average deal size - Firmographic fit is strong but buying trigger is unconfirmed - No sales relationship yet but ICP fit is clear - Intent data shows category research Tier 3 IF: - Meets ICP criteria but no active buying trigger - ACV potential is at or slightly above average - Good long-term fit but not ready for high-touch investment - Use as a "warming" tier to monitor for trigger events ``` ### Tier Promotion and Demotion Rules Accounts don't stay in their tier forever. Define rules for movement. | Movement | Trigger | Action | |----------|---------|--------| | Tier 3 → Tier 2 | Intent spike, engagement with 3+ assets, BDR confirms interest | Increase ad spend, add to BDR active sequence, create persona-specific content | | Tier 2 → Tier 1 | Meeting booked, champion identified, buying timeline confirmed | Assign dedicated BDR, create custom content, activate executive engagement | | Tier 1 → Tier 2 | No engagement after 60 days of high-touch outreach | Reduce to medium-touch, reallocate budget to responsive Tier 1 accounts | | Any tier → Remove | Company acquired, went bankrupt, confirmed competitor lock-in, ICP no longer fits | Remove from ABM list, document reason, update ICP criteria if pattern emerges | --- ## Phase 4: Buying Committee Mapping **Input:** Tiered account list (Phase 3) **Output:** Persona map per Tier 1 account, persona templates per Tier 2/3 ### The Buying Committee for B2B SaaS (Compliance/Security Context) In B2B SaaS selling to mid-market and enterprise, you rarely sell to one person. Map the committee before designing outreach. | Role | Title Examples | What They Care About | Content That Works | |------|---------------|---------------------|-------------------| | **Economic Buyer** | CFO, VP Finance, CEO | ROI, payback period, total cost vs. build-vs-buy | Business cases, ROI calculators, customer case studies with revenue impact | | **Technical Evaluator** | CTO, VP Engineering, Security Engineer | Integration, architecture, technical capabilities | Technical docs, API documentation, architecture diagrams, POC/sandbox | | **Compliance Champion** | CISO, Head of Compliance, GRC Manager | Audit readiness, framework coverage, evidence collection | Framework coverage matrices, audit prep guides, compliance workflow demos | | **Day-to-Day User** | Compliance Analyst, Security Analyst, IT Manager | Ease of use, time savings, workflow fit | Product tours, onboarding demos, user testimonials, time-saved metrics | | **Blocker/Gatekeeper** | Legal, Procurement, IT Security | Vendor risk, data handling, contract terms | Security questionnaire responses, SOC 2 report, privacy documentation | ### Mapping Depth by Tier | Tier | Mapping Depth | What You Need | |------|--------------|---------------| | **Tier 1** | Full committee mapped by name. 3-5 contacts identified with LinkedIn profiles, roles, and preferred channels. | BDR research + LinkedIn Sales Navigator + CRM data + any existing contacts | | **Tier 2** | Persona-level mapping. You know the roles that matter but may not have specific names for all of them. | Template-based. Map the 2-3 most important personas per account. | | **Tier 3** | ICP-level targeting only. You target by title/role across the tier, not by individual. | Programmatic. Use LinkedIn/ad targeting by job title within the account list. | --- ## Phase 5: Channel Orchestration **Input:** Tiered accounts with buying committee maps (Phase 3 + Phase 4) **Output:** Channel plan per tier with sequencing and budget allocation ### Channel Selection by Tier The right channel mix depends on the tier. Higher tiers justify more expensive, higher-touch channels. | Channel | Tier 1 | Tier 2 | Tier 3 | Cost Level | Notes | |---------|--------|--------|--------|------------|-------| | **LinkedIn Ads (Matched Audiences)** | ✓ | ✓ | ✓ | Medium | Foundation for all tiers. Upload account lists for targeting. | | **Programmatic Display (IP targeting)** | ✓ | ✓ | ✓ | Low-Medium | Awareness layer. Cheap impressions on target accounts. | | **Personalized BDR outreach** | ✓ | ✓ (templated) | ✗ | High (time) | Tier 1: fully custom. Tier 2: persona-templated. | | **Custom content/landing pages** | ✓ | ✗ | ✗ | High | Only for Tier 1. Industry or account-specific content. | | **Direct mail / gifting** | ✓ | ✗ | ✗ | High | Pattern interrupt for Tier 1 accounts that aren't responding to digital. | | **Executive engagement** | ✓ | ✗ | ✗ | Very High (time) | Your CEO/CRO reaches out to their CEO/CISO. Reserve for top 5-10 accounts. | | **Webinars / events (targeted invites)** | ✓ | ✓ | ✗ | Medium | Invite Tier 1-2 contacts to relevant sessions. Personalize the invite. | | **Retargeting (website visitors)** | ✓ | ✓ | ✓ | Low | If the account visits your site, retarget aggressively with relevant content. | | **Email nurture (automated)** | ✗ | ✓ | ✓ | Low | Tier 2-3 only. Tier 1 should get human outreach, not automated email. | | **Content syndication (targeted)** | ✗ | ✓ | ✓ | Medium | Lead gen for Tier 2-3. Validate leads against account list before accepting. | ### Orchestration Sequencing ABM channels work in a sequence, not in parallel. Layer them intentionally. ``` WEEK 1-2: AWARENESS LAYER ├─ LinkedIn Matched Audience ads live (all tiers) ├─ Programmatic display live (all tiers) └─ Output: Establish brand familiarity before any outreach WEEK 3-4: WARM-UP ├─ BDR connection requests on LinkedIn (Tier 1-2) ├─ Content engagement monitoring begins ├─ Tier 1: Custom content piece or research shared via BDR └─ Output: Initial touchpoints, engagement signals collected WEEK 5-8: ACTIVE ENGAGEMENT ├─ BDR outreach sequences begin (Tier 1: personalized, Tier 2: templated) ├─ Webinar/event invitations sent (Tier 1-2) ├─ Tier 1: Direct mail or gifting for non-responders ├─ Tier 3: Automated nurture activated ├─ Retargeting activated for any account showing web engagement └─ Output: Meetings booked, engagement scored, tier promotions triggered WEEK 9-12: CONVERSION & PROGRESSION ├─ BDR follow-up on all engaged contacts ├─ Tier 1: Executive engagement for high-value stalled accounts ├─ Tier promotion/demotion review ├─ Pipeline created from ABM tracked and attributed └─ Output: SQOs created, pipeline dollars attributed, cohort data collected ``` ### Budget Allocation Framework | Budget Category | % of ABM Budget | Rationale | |----------------|-----------------|-----------| | **Paid media (LinkedIn + programmatic)** | 40-50% | The awareness and air cover layer. Necessary for all tiers. | | **BDR time allocation** | 20-30% | The conversion engine. BDR time is expensive; protect it for Tier 1-2. | | **Content and creative** | 10-15% | Custom assets for Tier 1, persona templates for Tier 2. | | **Direct mail / gifting** | 5-10% | Tier 1 only. Pattern interrupt budget. | | **Tools and platforms** | 5-10% | ABM platform, intent data, enrichment tools. | --- ## Phase 6: BDR Coordination **Input:** Channel plan with sequencing (Phase 5) **Output:** BDR playbook with account assignments, outreach sequences, and handoff criteria ### The ABM-BDR Operating Model ABM without BDR coordination is just advertising. The BDR is the conversion mechanism. **Core principle:** BDR outreach must be synchronized with marketing air cover. A BDR calling into an account that hasn't seen any marketing touches is cold calling, not ABM. ### BDR Account Assignment | Tier | BDR Assignment | Account Load | Outreach Cadence | |------|---------------|--------------|------------------| | **Tier 1** | Named BDR per account (or small group of 5-10) | 10-15 accounts per BDR | 2-3 touches per contact per week across channels | | **Tier 2** | BDR pool covering a segment | 25-40 accounts per BDR | 1-2 touches per contact per week, templated | | **Tier 3** | No dedicated BDR. Intent-triggered only. | N/A | BDR engages only when intent signal or engagement threshold triggers an alert | ### Outreach Sequence Design **Tier 1 sequence (12-touch, 4-week cycle):** | Touch | Day | Channel | Content | |-------|-----|---------|---------| | 1 | Day 1 | LinkedIn connect | Personalized connection request referencing a trigger event | | 2 | Day 2 | Email | Insight-led email referencing their specific challenge (not your product) | | 3 | Day 5 | LinkedIn engage | Comment on or share their content, or share relevant research | | 4 | Day 7 | Email | Case study from their industry/vertical with specific outcomes | | 5 | Day 10 | Phone | Call referencing email engagement (only if opens/clicks detected) | | 6 | Day 12 | LinkedIn message | Share a custom piece of content relevant to their role | | 7 | Day 15 | Email | Direct ask for a conversation with a specific value proposition | | 8 | Day 17 | Direct mail | Physical piece (book, handwritten note, branded item) | | 9 | Day 20 | Email | Follow up on direct mail, tie to upcoming event or deadline | | 10 | Day 22 | LinkedIn voice note | Personal voice message (pattern interrupt) | | 11 | Day 25 | Email | Final value-add, no ask (leave the door open) | | 12 | Day 28 | Internal review | Score engagement, decide: continue, pause, or escalate to exec | **Tier 2 sequence (8-touch, 3-week cycle):** Persona-templated version of the Tier 1 sequence. Same structure, but the personalization is at the persona level (CISO, CTO, Compliance Manager), not the individual level. ### BDR-to-Sales Handoff Criteria Define when an ABM-engaged account transitions from BDR-owned to sales-owned. | Handoff Trigger | What BDR Provides at Handoff | |-----------------|------------------------------| | Meeting booked with qualified contact | Account brief: tier, engagement history, personas contacted, content consumed, buying trigger | | Champion identified and validated | Champion profile: role, pain points discussed, competitive landscape, timeline indicators | | Multiple personas engaged (2+) | Committee map update: who's engaged, who's not, recommended entry strategy for remaining personas | | Inbound request from ABM account | Flag as ABM-sourced in CRM. Ensure attribution captures the marketing touches that preceded the inbound. | --- ## Phase 7: Measurement & Attribution **Input:** Active ABM program data (all prior phases) **Output:** ABM performance dashboard and attribution model ### ABM Metrics Framework ABM metrics are different from demand gen metrics. You're measuring account progression, not lead volume. **Tier 1 metrics (report to leadership):** | Metric | Definition | Target Benchmark | |--------|-----------|-----------------| | **Account engagement score** | Composite score: web visits + ad clicks + email engagement + BDR responses per account | Tier 1: 70%+ accounts engaged. Tier 2: 50%+. Tier 3: 30%+. | | **Pipeline created (ABM-sourced)** | Pipeline $ from opportunities where an ABM target account created an SQO | Track separately from demand gen pipeline | | **Pipeline influenced (ABM-influenced)** | Pipeline $ from opportunities where ABM touched the account but didn't source the opportunity | Report alongside sourced, but don't conflate them | | **ABM cost per SQO** | Total ABM spend / SQOs created from ABM accounts | Compare against demand gen cost per SQO. Higher is acceptable if ACV justifies it. | | **ABM CAC payback** | Expected ABM CAC = cost per SQO / SQO-to-CW win rate. CAC payback (months) = expected CAC / (ACV × gross margin / 12). | Must be < 12 months. Compare against demand gen CAC payback. | | **Average deal size (AB … ## Source & license This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code. - **Author:** [Stallin-Sanamandra](https://github.com/Stallin-Sanamandra) - **Source:** [Stallin-Sanamandra/b2b-saas-marketing-skills](https://github.com/Stallin-Sanamandra/b2b-saas-marketing-skills) - **License:** MIT Install and usage instructions live in the source repository linked above. ## Pricing - **Free** — Free ## Security capabilities Automated source analysis of v0.1.0 — what this tool can access: - **Network access:** no - **Filesystem access:** no - **Shell / process execution:** no - **Environment & secrets:** no - **Dynamic code execution:** no *"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.* ## Versions - **0.1.0** — security scan: passed — Imported from the upstream source. ## Links - Listing page: https://agentstack.voostack.com/l/skill-stallin-sanamandra-b2b-saas-marketing-skills-abm-program-orchestrator - Seller: https://agentstack.voostack.com/s/stallin-sanamandra - Browse the marketplace: https://agentstack.voostack.com/browse --- Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.