×Peter TarrantThe ABM Layer Assort
Has Been Missing.
Peter Tarrant, Senior ABM Leader. Built from scratch. Measured in pipeline.
Assort's sales motion, events plus outbound, is working. ABM doesn't replace it. It amplifies it. The accounts that matter most deserve more than a cold call and a booth conversation.
What I'd build in 90 days.
Listen and Map
Audit the current account landscape with AEs. Identify the top 15 to 20 health system targets. Map buying committees: VP Ops, CMO, CIO, practice managers. Find where coverage is thin.
Run the First Play
Launch 1:1 ABM for 3 to 5 tier-1 accounts in lockstep with AEs. Personalized executive outreach, pre/at/post event plays, direct mail. Use Assort's own case studies, Annapolis Internal Medicine, SENTA Partners, as proof to open doors in peer accounts.
Build the Engine
First reporting cadence live. Account engagement scoring in HubSpot and Salesforce. Playbooks documented so the motion can scale. SDR sequences integrated into account plays.
I've done this once.
The operating system, not a feature.
AI isn't a feature of my workflow, it's the operating system. I use Claude for account research synthesis, Clay for enrichment and signal logic, and n8n for lightweight automations that trigger the right play at the right moment. Every output has a human QA gate. Brand control isn't optional.
ABM only works if sales owns it too.
ABM isn't a marketing function handed to sales, it's a co-owned motion. I embed inside AE account plans, build plays around their pipeline, and make sure every ABM touch is coordinated with their outreach cadence. Events are already your strongest channel. I build the before, during, and after that turns a booth conversation into a pipeline moment.