Agile Planning & Prioritization:
How Do You Prioritize ABX Plays in Agile Planning?
Aligning Account-Based Experience (ABX) priorities within agile marketing requires clear criteria for impact, readiness, and resource alignment. Cross-functional squads must decide which plays drive the most revenue velocity and customer value per sprint.
Prioritize ABX plays using a value-effort matrix across impact, intent, and feasibility. Plays targeting high-intent accounts with strong potential revenue should rank highest. Evaluate readiness by data completeness, team bandwidth, and sales alignment before each sprint cycle.
Core Principles for ABX Prioritization
The Agile ABX Planning Framework
A sprint-based model for evaluating and sequencing ABX plays that create measurable pipeline and revenue impact.
Step-by-Step
- Clarify objectives — Define success metrics such as pipeline creation, deal velocity, or expansion.
- Segment target accounts — Classify by intent, value, and engagement readiness.
- Brainstorm candidate plays — Include awareness, acceleration, and retention programs.
- Score by impact and effort — Rank each play based on potential business outcome and resource need.
- Prioritize high-value plays — Select initiatives that deliver maximum ROI for the sprint capacity.
- Assign ownership — Align squads by function and ensure accountability for each play.
- Review, learn, repeat — Evaluate KPIs after each sprint and update backlog priorities accordingly.
ABX Play Matrix: Balancing Effort and Impact
| Play Type | Ideal For | Effort | Impact | Cadence |
|---|---|---|---|---|
| 1:1 Strategic Play | Top-tier, high-value accounts | High | Direct pipeline influence | Quarterly |
| 1:Few Cluster Play | Accounts with active buying signals | Medium | Mid-funnel acceleration | Monthly |
| 1:Many Programmatic Play | Awareness or nurture campaigns | Low | Top-funnel engagement | Bi-weekly |
Client Snapshot: Agile ABX in Action
A global B2B team integrated ABX scoring into agile sprint planning. By ranking plays by impact, intent, and readiness, they improved alignment between marketing and sales. Within three sprints, pipeline velocity rose 22% and sales acceptance rates increased by 30%.
Align your ABX strategy with RM6™ and The Loop™ to ensure each sprint drives measurable revenue outcomes.
FAQ: Prioritizing ABX Plays in Agile Planning
Quick answers for marketing, sales, and RevOps teams building ABX agility.
Prioritize ABX Plays That Drive Growth
We’ll help you structure sprints, evaluate plays by impact, and align teams for agile execution that accelerates revenue.
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