Feature Guide — How to systematically penetrate Tier 1 accounts with intelligence, cadences, and multi-contact outreach
How it works in 30 seconds
1
Assign Tiers to your accounts in the Pipeline - Tier 1 for priority targets, Tier 2 for secondary. Use Auto-Tier to let the AI suggest tiers based on fit score.
2
Open an account and generate an Account Intel Brief - the AI researches pain points, buying triggers, tech stack, and recent news from the web.
3
Open the Command Center, map your DMU contacts, and generate a Cadence for each contact - a personalised 6-step outreach sequence.
4
Check ABM Today on the dashboard each morning for your due cadence actions. Mark steps done as you complete them to track progress per account.
Section 1
The Tier System
Tiers tell the ABM module which accounts deserve deep investment. Only Tier 1 and Tier 2 accounts appear in ABM Today and trigger staleness alerts. Tier 3 is tracked but not actively managed.
Tier 1
Priority targets
Your highest-fit accounts. Full ABM treatment: intel brief, DMU mapping, individual cadences, daily action tracking. Staleness alert fires after 7 days without activity.
Tier 2
Secondary targets
Good fit, worth pursuing but lower priority. Same tools available, but staleness alert fires after 14 days. Appear in ABM Today alongside Tier 1 actions.
Tier 3
On radar
Accounts worth watching but not actively outreaching. No staleness alerts, no ABM Today actions. Tracked in the Pipeline for future re-evaluation.
Auto-Tier
Let the AI suggest tiers based on fit score and lookalike match
Click Auto-Tier in the ABM tab header to generate AI tier suggestions for all untiered accounts. The AI uses fit score and lookalike match strength to recommend Tier 1, 2, or 3. Review the suggestion table, edit any you disagree with, and click Apply. You can run Auto-Tier again any time new accounts are added.
Section 2
The Penetration Score
Each ABM card shows a Penetration Score (0-100%) that tells you how deeply you have engaged with that account. It measures four dimensions, each with a maximum contribution.
DMU Coverage - up to 40 points
40 pts max
How many Decision Making Unit contacts you have mapped. Reaches maximum at 4 contacts. Quality over quantity - adding the CFO, the champion, and the technical buyer counts more than five generic entries.
Pipeline Status - up to 40 points
40 pts max
How far the account has progressed. New = 0, On Radar = 10, Contacted = 20, In Talks = 30, Proposal Sent = 35, Customer = 40. Update the status in the account drawer as things move forward.
Outreach Generated - 10 points
10 pts
Earned when any outreach sequence has been generated for this account via the Outreach or Email Sequence tools.
Account Intel Brief - 10 points
10 pts
Earned when an Account Intel Brief has been generated for this account. The brief unlocks personalised, context-aware outreach generation across every other tool.
Target score
80+ means the account is properly activated
An account at 80% has at least 3 DMU contacts, a status of In Talks or above, and both outreach and intel generated. Below 40% means the account is barely touched - check what is missing and prioritise the DMU and intel brief first, as those unlock everything else.
Section 3
Account Intel Brief
The Intel Brief is the AI research layer for a specific account. It uses web search to find real information about the company and packages it into five structured fields that feed every other tool.
About
Company description
2-3 sentences covering what the company does, their business model, and market position. Sets the context for all outreach personalisation.
Core
Pain points
The specific operational or commercial challenges this account is likely experiencing, based on their industry, size, and any available public signals. This field directly feeds cadence content and outreach personalisation.
Core
Buying triggers
Signals that indicate this account may be ready to buy - recent hires, funding rounds, new market entries, stated strategic priorities. These are used to time and frame outreach.
Context
Tech stack
The tools and platforms the company currently uses. Useful for integration messaging, competitive displacement framing, and showing you understand their environment.
Context
Recent news
Relevant recent events - product launches, leadership changes, press coverage, job postings. The AI searches for this automatically and it can be updated by editing the field manually.
How to generate
Open the account drawer, scroll to Account Brief, click Analyze
The Intel Brief is generated using web search. The AI looks up the company name, website, and industry, then returns the five fields in structured JSON. Generation takes 10-20 seconds. You can edit any field after generation to add context the AI missed or to correct anything that does not match your own knowledge of the account.
Section 4
The Command Center
The Command Center is the full-screen workspace for a single account. Click Open account on any ABM card to enter it. It has three panels that work together.
Panel 1 - Left
Account Intel
The full Account Intel Brief in reading view - description, pain points, buying triggers, tech stack, and recent news. Also shows the Lookalike Fit badge and ICP profile if available. Click the edit button to open the brief editor.
Panel 2 - Centre
DMU Contacts
All Decision Making Unit contacts for this account. Each contact card shows name, role, qualifier (Economic buyer, Champion, Blocker, etc.). Click a contact to select them and load their outreach context into the Studio panel on the right.
Panel 3 - Right
Outreach Studio
Two tabs: Outreach for generating a one-off email, LinkedIn message, or call script for the selected contact. Cadence for viewing and managing the full multi-step sequence for that contact. Select a contact first to activate this panel.
Workflow tip
Generate the Intel Brief before opening the Command Center
The Command Center outreach generator reads the Account Intel Brief to personalise everything it writes. An account without a brief produces generic output. An account with a brief that includes pain points, buying triggers, and recent news produces outreach that references specific details - the difference in reply rates is significant.
Section 5
DMU - Decision Making Unit
The DMU is the group of people who influence or make the buying decision at a target account. Mapping it is the foundation of multi-contact ABM - the goal is to have a relationship thread with each relevant stakeholder, not just one entry point.
Economic buyer
The budget holder
The person who signs off the investment. Usually CFO, CEO, or a VP with P&L responsibility. Outreach to this role focuses on ROI, risk reduction, and strategic fit. This is who your ROI Business Case is written for.
Technical buyer
The evaluator
The person assessing whether your solution works in their environment - typically IT, RevOps, or a technical lead. Outreach focuses on integration, security, and implementation feasibility.
Champion
Your internal advocate
The person who benefits most from your solution and will advocate for it internally. Usually the operational lead - VP Sales, Head of Marketing, Operations Director. Invest here first - a champion makes everything else easier.
End user
The daily user
People who will use the product day-to-day. Outreach focuses on ease of use, time savings, and removing friction from their current workflow. Less influential on budget decisions but important for adoption.
Blocker
The risk to manage
Someone who could stop or slow the deal - an existing vendor relationship, a competing internal project, or a stakeholder with different priorities. Identifying blockers early prevents late-stage surprises.
Best practice
Start with Champion and Economic Buyer, add others as you learn
You rarely know the full DMU before engaging. Start by mapping the Champion (the person most likely to respond) and the Economic Buyer (the person who will ultimately approve). Add Technical Buyer and others as you gather intelligence through early conversations. The DMU map is a living document.
Section 6
Cadence Engine
A cadence is a structured, multi-touch outreach sequence for a specific contact at a specific account. The Cadence Engine generates a personalised 6-step sequence and tracks your progress through it.
Day 1
LinkedIn connection
→
Day 4
Cold intro email
→
Day 8
LinkedIn follow-up
→
Day 14
Value email
→
Day 21
Discovery call
→
Day 30
Breakup email
Each step is generated with personalised content based on the contact's role, qualifier, and the Account Intel Brief. The content is pre-written and ready to copy - you review, adjust if needed, and send through your own channel.
1
Select a contact in the Command Center
In the Command Center, click a DMU contact card. This loads that contact into the Outreach Studio on the right.
2
Switch to the Cadence tab and click Generate
Click Cadence in the Studio tab bar, then click Generate Cadence. The AI writes all 6 steps with personalised content for this specific contact at this specific account. Generation takes 15-30 seconds.
3
Expand a step, copy the content, send it
Each step shows the due date, type, and a Content button. Click Content to expand the message, copy it, and send through your channel. You can edit the content before copying.
4
Mark Done when sent - the cadence tracks your progress
After sending, click Done on the step. This updates the progress bar, records the completion date, and moves the account's Last Touched date forward - preventing staleness alerts from firing.
Section 7
ABM Today - Daily Actions
ABM Today is the daily action block on your Home dashboard. It surfaces the cadence steps that are due or overdue across all your Tier 1 and Tier 2 accounts, so you start each day knowing exactly what to do next.
Overdue steps appear first, highlighted in red. These are steps where the scheduled send date has already passed. Act on these first.
Due today steps appear next, highlighted in amber. These are steps scheduled for today - the right time to send them.
Click any card to open the Command Center directly on that contact's cadence view, with the correct contact pre-selected. One click, ready to send.
Mark Done directly from the card without opening the Command Center - useful for confirming steps you have already completed.
Habit
Check ABM Today first thing, before any other sales activity
The default shows your 5 most urgent actions. You can adjust this number by clicking the action count. Treating ABM Today as a daily ritual - like checking messages - ensures your high-value accounts receive consistent, timely contact rather than sporadic bursts of activity.
Section 8
Staleness Alerts
A staleness alert appears as an amber badge on any Tier 1 or Tier 2 account that has not had cadence activity for longer than the threshold. The badge is visible on ABM cards and in the Pipeline table.
Tier 1
7-day threshold
A Tier 1 account with no completed cadence steps in the last 7 days shows a stale badge. These are your highest-priority accounts - weekly contact is the minimum to maintain momentum.
Tier 2
14-day threshold
A Tier 2 account with no completed cadence steps in the last 14 days shows a stale badge. Bi-weekly contact is sufficient for secondary targets.
The staleness badge shows how many days ago the last action was taken - for example 12d stale. Accounts that have never had a cadence step marked as done show stale with no day count. Opening the Command Center and completing a cadence step clears the badge immediately.
Section 9
Recommended Workflow
1
Assign Tiers to your accounts
In the Pipeline, add a Tier to each account manually or click Auto-Tier in the ABM tab to get AI suggestions. Start with 5-10 Tier 1 accounts - over-tiering leads to diluted effort. Move accounts to Tier 1 as you learn more about them, not based on guesswork.
2
Generate Account Intel Briefs for all Tier 1 accounts
Open each account drawer and click Analyze in the Account Brief section. Do this before anything else - the brief powers every other generation step. Correct anything the AI got wrong and add any context you know from your own research.
3
Map your DMU for each account
Open the account drawer and add at least a Champion and an Economic Buyer. Add role, qualifier, LinkedIn URL, and any notes you have about them. The more context you provide here, the more personalised the cadence content will be.
4
Open the Command Center and generate cadences
Click Open Account on the ABM card, select each contact in the DMU panel, switch to the Cadence tab, and click Generate Cadence. Do this for each contact you intend to reach out to. Each gets their own personalised 6-step sequence.
5
Check ABM Today every morning
ABM Today shows everything due and overdue across all your active cadences. Work through the list each morning - copy the content, send it through your channel, and mark Done. This rhythm is what turns accounts into conversations.
6
Update status as accounts progress
When an account responds, update the Pipeline status in the account drawer - Contacted, In Talks, Proposal Sent. This feeds the Penetration Score and keeps your pipeline view accurate. Accounts that move to In Talks should have the ROI Engine activated.