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The 5-stakeholder map every ABM deal needs

Most ABM deals fail because they're single-threaded. The 5 stakeholder roles to identify in every named account (Champion, Economic Buyer, Technical Influencer, User, Blocker), how to surface each, and the order to engage them.

01The play

Summary
Most ABM deals fail because they're single-threaded. The 5 stakeholder roles to identify in every named account (Champion, Economic Buyer, Technical Influencer, User, Blocker), how to surface each, and the order to engage them.
Timing window
Day 1 of any ABM deal
Target persona
AEs running ABM dealsSDRs supporting named-account work
Success metric
All 5 roles named (with at least 3 actively engaged) by stage 2.

02Expected outcome

Outcome: Deals with a complete 5-stakeholder map close at 2-3x the rate of single-threaded ones.

Success metric: All 5 roles named (with at least 3 actively engaged) by stage 2.

03Anti-patterns · do not run this when

  • Do not skip the Blocker — they kill deals silently
  • Do not engage the EB first — they outsource the evaluation to the Champion
  • Do not assume the User is the same person as the Champion
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater

Run this play on every account in your CRM.

Connect a CRM. Mama detects the trigger, scores the fit, and drafts the first message in the rhythm above. Free up to 100 accounts. No card.

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