Account Selection & Tiering:
How Do I Tier Accounts For Different Engagement Levels?
Create entry/exit rules powered by a composite of Fit, Intent, Engagement, and Value. Match tiers to 1:1, 1:few, and 1:many plays so resources follow real buying momentum.
Tier accounts by composite score + stage gates. Normalize Fit, Intent, Engagement, and Value to 0–100, apply weights (e.g., 30/30/30/10), then assign: Tier 1 (top decile + verified buying group), Tier 2 (next 20–30% with emerging intent), Tier 3 (qualified ICP, low activity). Define entry/exit thresholds, coverage (pods vs. programs), and SLAs per tier. Refresh monthly; retier quarterly with Sales and CS.
Principles For Smart Tiering
The Tiering Playbook
A practical sequence to score, assign tiers, and align engagement levels with revenue goals.
Step-by-Step
- Define ICP & baseline weights — Start Fit/Intent/Engagement/Value at 30/30/30/10; document segment exceptions.
- Engineer entry rules — E.g., Tier 1 ≥85 composite + 3+ roles active + executive touch or open opportunity.
- Engineer exit rules — E.g., 30 days without multi-role engagement → Tier down; closed-lost → cooling period.
- Assign coverage & SLAs — Pods for Tier 1 (SDR+AE+MM+CS), play libraries for Tier 2, scaled programs for Tier 3.
- Activate contextual plays — Sequence content and channels by persona gaps; add 1:1 executive POV for Tier 1.
- Measure by tier — Coverage %, MQA rate, meeting rate, pipeline/account, win rate, velocity, and payback.
- Refresh & retier — Monthly rescoring; quarterly business review to realign targets and program mix.
Tier Definitions & Engagement Levels
| Dimension | Tier 1 — 1:1 | Tier 2 — 1:Few | Tier 3 — 1:Many |
|---|---|---|---|
| Composite Score | ≥ 85 with 3+ roles active | 70–84 with 2+ roles active | 55–69 or ICP fit with low intent |
| Coverage Model | Dedicated pod (SDR, AE, MM, CS) | Shared pod across clusters | Automated programs; SDR on surge |
| Plays | Executive POV, custom content, events | Persona kits, cluster webinars, ads | Always-on nurture, paid media, SEO |
| SLAs | Engage ≤ 24 hrs; 2 touches/day | Engage ≤ 48 hrs; 1 touch/day | Programmatic; SDR on MQA only |
| KPIs | Meetings/account, exec meetings, win rate | MQA→meeting %, pipeline/account | Reach, surge→MQL/MQA rate |
| Entry / Exit | Entry: score≥85 + opp or C-level reply; Exit: 30 days no multi-role activity | Entry: score≥70 + surge; Exit: 21 days with no second role | Entry: ICP fit or score≥55; Exit: Disqualified or 90-day no engagement |
| Refresh Cadence | Weekly check; monthly true-up | Biweekly check; monthly true-up | Monthly re-score |
Client Snapshot: Tiers That Drive Outcomes
A cybersecurity vendor moved to tiered engagement with explicit entry/exit rules. In 90 days, Tier 1 meeting rate rose 31%, win rate improved by 6.4 pts, and pipeline per Tier 2 account doubled after shifting pods from stagnant Tier 1s to rising Tier 2 clusters.
Align your tier model with Revenue Marketing Transformation and execute engagement with Account-Based Marketing motions.
FAQ: Tiering For Engagement Levels
Quick answers to set thresholds, SLAs, and promotion rules with confidence.
Turn Tiers Into Revenue
We’ll help you codify rules, align pods, and operationalize engagement across 1:1, 1:few, and 1:many.
Get The eGuide Power ABX With AI