How Do You Create Tiered Account Segments?
Tiered account segments turn a big, messy TAM into a prioritized list of accounts that deserve different levels of investment. When you design tiers deliberately—by fit, intent, and value—you give marketing, sales, and CS a shared playbook for where to focus and how to engage.
You create tiered account segments by 1) defining clear tiers (usually three: Tier 1, Tier 2, Tier 3), 2) agreeing on scoring criteria (fit, intent, opportunity, risk), 3) using those criteria to score and rank all accounts, and 4) attaching different motions and SLAs to each tier. Tier 1 accounts receive orchestrated, high-touch programs; Tier 2 gets scaled ABM and targeted campaigns; Tier 3 is covered with always-on, programmatic motions. The output isn’t just a report—it's an operating system that drives coverage models, budget, and campaign design.
What Changes When You Use Tiered Account Segments?
A Practical Framework to Build Tiered Account Segments
Effective tiers are simple enough to operate and rigorous enough to drive decisions. Use this framework to define tiers, score accounts, and connect them to your revenue motions.
Clarify → Design → Score → Tier → Activate → Review
- Clarify goals and motions. Decide what your tiers should influence: coverage models, ABM plays, SDR focus, partner strategy, expansion, or all of the above. Align leadership before you touch the data.
- Design tier definitions. Agree on 2–4 tiers (e.g., Strategic, Growth, Programmatic) and describe what each tier means in plain language: investment level, expected treatment, and success metrics.
- Choose scoring criteria. Combine fit (firmographic/technographic), intent/behavior, opportunity and value, and risk or complexity. Weight criteria by what actually predicts success for your business.
- Score and assign tiers. Apply your scoring model across accounts. Use thresholds or percentiles to assign tiers, then let sales leaders adjust a limited number of accounts for strategic reasons.
- Activate tier-specific plays. Define concrete differences in cadence, content, channels, and SLAs for each tier. Make tiers visible in CRM, MAP, and sales engagement tools.
- Review and refine regularly. Run quarterly or semi-annual reviews to check performance by tier, adjust criteria, and promote or demote accounts based on real outcomes.
Tiered Account Segments & Coverage Model Matrix
| Tier | Typical Criteria | Primary Motions | Account Team & Coverage | Core KPIs |
|---|---|---|---|---|
| Tier 1 (Strategic / ICP Prime) | High fit score, large potential ARR, strong intent, strategic logo or vertical | 1:1 ABM, executive programs, tailored plays, co-marketing or co-innovation | Named AE + SDR + CS + marketing partner; high-frequency collaboration and planning | Pipeline per account, win rate, NRR, multi-year value |
| Tier 2 (Growth / ICP Core) | Good fit, meaningful potential ARR, moderate to high intent | 1:few ABM, targeted campaigns, vertical/role-based programs | Territory AE, pooled SDR, scaled CS/marketing support | Pipeline coverage, conversion rate, expansion rate |
| Tier 3 (Programmatic / Long Tail) | Meets basic fit, lower potential or weak intent, early-stage relationships | Always-on demand generation, partner-led programs, inbound response | Pooled coverage, digital-first engagement, reactive CS | Volume metrics, inbound quality, CAC efficiency |
| Customer Tiers (Grow / Defend / Monitor) | Current ARR, health score, product adoption, strategic potential | Expansion plays, renewal programs, save and recovery motions | CSM-led with AM/AE support, specialized renewal teams for high-value tiers | NRR, gross churn, expansion pipeline |
Client Snapshot: From Flat Territories to Tiered Focus
A B2B technology company gave every rep a long list of “good-fit” accounts, but pipeline and win rates were flat. After building a simple tiered model—Tier 1 strategic, Tier 2 growth, Tier 3 programmatic—they reassigned coverage, launched tier-specific plays, and aligned marketing programs to the same tiers. Within two quarters, pipeline from Tier 1 and 2 accounts increased, reps spent more time on high-value deals, and marketing could clearly show impact by tier.
Tiered account segments work best when they’re visible in every system, tied to specific plays, and reviewed frequently. Done well, they become the backbone of your revenue marketing and ABM strategy.
Frequently Asked Questions about Tiered Account Segments
Turn Tiered Segments into Actionable Plays
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