Account Selection & Tiering:
What Role Should Propensity Models Play In Account Selection?
Treat propensity as a decision aid—not the decision. Blend model scores with ICP fit, intent, whitespace, and relationship signals. Govern with clear thresholds, bias checks, and business guardrails.
Propensity models should prioritize and sequence accounts, not replace human judgment. Use them to rank-fit opportunities, size the next-best action, and time outreach—then prove lift with controlled tests. Calibrate quarterly and combine with fit + intent + whitespace + relationship for tiering.
Principles For Using Propensity In Selection
The Propensity-Driven Selection Playbook
A practical sequence to design, deploy, and govern propensity for account selection and tiering.
Step-by-Step
- Define the decision — Prioritization, routing, tiering, timing, or next best product? Choose the outcome up front.
- Assemble data — Wins/losses, firmographics, technographics, engagement, product usage, intent, and CRM notes.
- Build & validate — Start with interpretable models (e.g., logistic/GBM). Validate with AUC, calibration, and stability.
- Operationalize bands — Map score bands to plays, SLAs, cadences, and owners; publish in your GTM guide.
- Add business rules — Apply ICP exclusions, strategic accounts, partner conflicts, and coverage caps.
- Run lift tests — Compare “model-first” prioritized lists vs. control for pipeline coverage, win rate, and payback.
- Monitor & retrain — Monthly drift checks; quarterly retrains; annual feature review and fairness audit.
Where Propensity Helps Most
| Use Case | Signals Used | Primary Decision | Recommended Motion | Success Metrics | Notes |
|---|---|---|---|---|---|
| Net-New Prioritization | Fit + intent + lookalike wins | Prospect order & timing | SDR outreach, 1:few ABM | Meetings set, SQOs, win rate | Throttle by capacity; refresh weekly |
| Cross-Sell / Upsell | Usage gaps, product fit, seat growth | Next best product | CSM-led plays, in-product prompts | Attach rate, ARR expansion, NRR | Coordinate with renewal calendar |
| Churn Risk & Saves | Health, support, executive access | Save vs. expand readiness | Success plans, exec check-ins | GRR, time-to-intervene | Route red accounts to save squad |
| Territory & Coverage | Aggregate propensity by region/segment | Headcount and quota mix | Pod design, program allocation | Coverage ratio, CAC/payback | Great for annual planning |
Client Snapshot: From Scores To Revenue
A data-rich B2B platform layered a propensity model onto fit+intent tiering and assigned score bands to distinct plays. Over two quarters, meetings per SDR rose 22%, win rate increased 4.8 points, and expansion attach rate lifted 15% with verified causal impact from holdouts.
Integrate propensity with account-based programs and a clear revenue operating model so analytics turn into action across GTM.
FAQ: Using Propensity Models In Account Selection
Concise answers for leaders making selection and tiering decisions.
Put Propensity To Work, Responsibly
We’ll help you operationalize scores, govern thresholds, and tie actions to measurable lift across new and expansion.
Reimagine Revenue Engine Get the AI Revenue Guide