Account-Based Marketing Without the Enterprise Platform

Every conversation about account-based marketing turns into a conversation about software within minutes. An intent platform. An AI scoring tool. A demo. Before long you’re pricing out a six-figure contract before a single target account has been contacted.

That’s backwards, and in early 2026 the market made it more expensive to get wrong than ever. Boards that once approved a platform purchase in a single meeting now ask sharper questions before signing anything. What does this replace, what’s the smallest version we could prove first, and can we see results on what we already own?

This book answers all three. Built around one company’s real numbers from a first ICP conversation through a full board review, it walks you through building a genuine account-based program on the tools you already have.

• The three commitments that make ABM a discipline instead of a purchase
• A practical maturity model sized to your team
• How to build a target account list and buying-group map without an enterprise data stack
• A tiering framework that turns attention into a resourcing decision
• A budget stack built tier by tier
• A measurement model sales will trust
• How to defend a program in front of a skeptical board
• Ready-to-use templates for ICP, scoring, messaging and campaign briefs

Written for marketing, growth and RevOps leaders at funded, growing B2B companies with real budget pressure and no patience for a framework that only works at enterprise scale.