The Dave Gerhardt Show (from Exit Five) ABM (Account-Based Marketing) Overview with Brandon Redlinger
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Mar 19, 2026 Brandon Redlinger, a marketing leader and former VP with deep ABM and demand generation chops, shares practical takes on building ABM that works. He covers when a company is ready for ABM. He explains account selection, scoring, and rep capacity. He outlines tactics that actually move pipeline and why ABM should be integrated with demand gen rather than siloed.
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Score Accounts By ICP Engagement And Small Intent Weight
- Build a ranked account score combining ICP fit, first-party engagement, and modest intent signals.
- Brandon weights ICP heavily, gives engagement bigger weight, and treats intent as ~10% before stack-ranking.
Define Tiers, SLAs, And Let Reps Pick Their Load
- Give reps choice and define SLAs per tier: let reps pick accounts from a ranked list and require plans and budgets by tier.
- Brandon required account plans, direct mail budgets, and differing SLAs for tier one versus tier two.
Model Rep Capacity To Size Target Lists
- Estimate rep capacity quantitatively to set target account counts.
- Brandon models two quality meetings/day, a 3-month cycle and ~10 meetings per opportunity to arrive at ~12 enterprise opportunities per rep.