In account-based marketing (ABM), not all accounts are created equal. Some bring significantly more long-term value and growth potential, but they tend to require more dedicated attention. Simply identifying whether a lead is showing interest (“lead scoring”) or meets BANT criteria doesn’t always reveal whether the account, as a whole, is truly a “dream customer.” That’s where Account Grading comes in.
Account Grading is the process of segmenting accounts based on their potential value to your business. A Grade-A account isn’t just actively showing interest—it's one that aligns perfectly with your organization’s strategic goals, has a compelling use case for your solution, and stands to benefit the most from your offerings.
Instead of letting reactive signals drive where we focus our efforts, Account Grading steers us toward the accounts we really want to pursue. It serves as a foundational step in ABM, ensuring that Sales and Marketing teams concentrate resources on the most promising targets.
Why Now? The Case for Data Enrichment
In many organizations, data collection happens in silos or in a rushed manner, leaving records incomplete. Before importing a fresh set of scraped data, we can increase its strategic value by enriching it. That means adding firmographic details, industry insights, or even contextual data on whether each account is a strong cultural or business fit.
By pairing enriched data with a well-defined Account Grading model, you position your ABM efforts for maximum impact—no more guesswork or chasing the wrong targets.
Who Should Be Involved?
Customer Success teams often have the deepest understanding of current clients and the rationale behind their decisions. Sales teams, on the other hand, have insights into the market and the research they do to hunt for new leads. Involving both ensures that your Account Grading framework reflects not just theoretical attributes of a dream client, but real-world factors that drive revenue and retention.
Putting It into Action
- Define the Ideal Attributes: In a cross-functional meeting, list the qualities your top accounts share—e.g., annual revenue, industry, growth stage, or even cultural alignment.
- Assign Grades: Label your accounts (A, B, C, etc.) based on how many of these attributes they meet. Aim for a manageable pool (e.g., your top 500 “dream” accounts).
- Enrich the Data: Fill any gaps with verified information—financial data, organizational charts, technology stacks, and relevant market insights.
- Align Sales & Marketing Efforts: Once an account is flagged as Grade A, Sales and Marketing can prioritize more personalized outreach, faster response times, and specialized content.
What to do next:
- Identify High-Value Attributes: Pinpoint 2–3 core traits that characterize your top customers (e.g., revenue range, industry, tech stack).
- Score & Segment: Use these traits to assign account grades (A, B, C). Keep your A-grades to a manageable number so Sales and Marketing can maintain focus.
- Track Progress: Schedule regular check-ins to adjust your grading criteria based on actual outcomes and feedback from Sales and Customer Success.
Beyond the Spreadsheets
Choosing which accounts to focus on isn’t just about a one-off calculation. It’s an ongoing strategy. As markets shift and new data emerges, your grading model should be flexible enough to adapt.
By treating Account Grading as a continuous process that grows with your organization, you ensure that your ABM efforts remain dynamic and relevant.
Key Takeaways
- Account Grading helps you narrow in on the right accounts rather than chasing every lead.
- It complements (but does not replace) lead scoring and BANT.
- A data enrichment phase before importing new records amplifies your ABM strategy, giving you better insights into where to invest resources.
- Involving Sales, Commercial, and Customer Success ensures you have a holistic view of your potential dream customers.
- Think of it as a living framework—your grading model should evolve as your business and markets evolve.
How Does Account Grading differ from Lead Scoring and BANT?
Lead Scoring measures individual engagement—downloads, email opens, page visits, etc. It helps gauge whether a lead is ‘warm’ enough to move further down the funnel.
BANT (Budget, Authority, Need, Timeline) looks at whether a prospect is qualified to buy, right now.
Account Grading, however, focuses on whether the entire account—beyond just one contact—fits your ideal customer profile. This approach helps your go-to-market teams think more strategically about who they want to invest in before the engagement even begins.
Our data is incomplete—can we still do Account Grading?
Absolutely. Start with what you have and enrich as you go. Even partial scoring is better than flying blind.
What if an account is missing one or two key criteria?
If it meets most high-value attributes, keep it as an A-Grade candidate. Consider additional enrichment or follow-up research to fill data gaps.
How many accounts should we mark as A-Grade?
Keep it limited. Typically 50–500, depending on your bandwidth and market segment.
