Overview
A target account report helps ABM managers see engagement, coverage, stage movement, and priority account actions without rebuilding the same spreadsheet every week. This playbook installs a target account tracker and filterable report page for the recurring ABM review.
It is a focused extension of a sales pipeline report. Pipeline reporting follows deals; this report preserves account-level state even when an account has no open opportunity yet, has several buying-role gaps, or needs marketing action before sales can progress it.
Why you should review target accounts outside the deal table
ABM works best when sales and marketing share a named-account view, not just a list of open opportunities. Salesforce describes account-based marketing as focusing teams on high-value accounts with coordinated engagement, which means the operating question is often "what should we do with this account next?" rather than "what does this deal row say?" (Salesforce ABM guide).
The messy version usually lives across CRM fields, campaign dashboards, sales notes, event lists, and someone else's spreadsheet. That makes coverage gaps easy to miss: no economic buyer, stale engagement, one active contact, or a strategic account that keeps appearing in campaign reports but never moves.
This playbook keeps the replacement boundary narrow. It does not claim to be a full ABM platform. It replaces the recurring ABM account report: the weekly surface an ABM manager uses to decide which accounts to progress, support, revive, research, or remove from active focus.
HubSpot's ABM guide also frames the motion around coordinated sales and marketing effort on selected accounts, which is exactly where a shared report becomes useful (HubSpot ABM guide).
Step-by-step
- 1Confirm the brand, reporting period, target account list, account stage model, and engagement sources Juno should use for the first run.
- 2Install or reuse the target account tracker and report page so the ABM workspace exists before account evidence is collected.
- 3Review each account for engagement quality, last meaningful activity, current stage, previous stage, owner, known contacts, missing buying roles, risk level, and evidence gaps.
- 4Separate account-level movement from deal-level pipeline status so strategic targets without open opportunities still receive a clear coverage and action read.
- 5Prioritize the next account actions, such as adding a missing role, sending account-specific proof, asking sales to confirm a next step, reviving stale engagement, or deprioritizing weak-fit accounts.
- 6Update the report page so the weekly ABM review has a clean readout of account movement, coverage gaps, risks, and recommended actions.
Frequently asked questions
Does this replace our CRM report?
No. It replaces the recurring ABM account report, not the CRM itself. The CRM can remain the source for deal records while this playbook keeps target-account engagement, coverage, notes, and next actions together.
What inputs do I need?
Bring the target account list, reporting period, stage labels, and any engagement sources you trust. If some sources are missing, Juno can still build the installed workspace and mark the gaps clearly.
How often should I run it?
Weekly is the natural cadence for an active ABM motion. The template defaults to run once, with an optional weekly refresh when the team wants the same report updated before account review.
How is this different from a sales pipeline report?
A sales pipeline report centers on opportunities, forecast risk, and deal movement. This report centers on accounts, including coverage gaps, engagement history, buying-role readiness, and marketing-supported actions that may happen before or outside an opportunity.