Motion 01 — Acquire
Create demand inside the accounts you have decided to win.
Acquire is the motion for accounts that fit your commercial profile but are not in market, not in dialogue and not aware of the problem you solve. We build relevance across the whole buying group before sales makes contact, so that the first conversation starts from recognition rather than from zero.
Purpose
What this solution is for
Use Acquire when growth depends on new logos rather than on the pipeline you already have, and when the named accounts you want are not yet engaging with you.
- A defined list of target accounts with little or no engagement
- A category or approach that buyers need educating on
- Long buying cycles where early relevance decides the shortlist
- Sales capacity that is being spent on cold outreach with weak response
The challenge
What usually goes wrong.
Most new-business programmes spend media against an audience, not against a decision. Reach is reported, the account list is untouched, and sales still opens every conversation cold.
Awareness is measured on impressions instead of on named accounts
Only one contact in a buying group of six to ten ever sees anything
Content answers product questions before buyers have accepted the problem
Nobody can say which target accounts actually moved
Our approach
How GTM House runs this motion.
One managed operation, from commercial objective to account-level action.
- 01
Account selection
We start from your commercial objective and build a tiered list of accounts worth winning: fit, potential, size, market and reachability. Investment is set per tier, not spread evenly.
- 02
Buying-group understanding
We map the functions that shape the decision inside each account and build audiences for the whole group — not just the job title that happens to be easiest to reach.
- 03
Messaging and content
Problem awareness first, category education second, capability last. Every message is written for a specific function at a specific point in their understanding.
- 04
Activation
Activation runs through leading ABM technology and the channels your buying groups actually use, sequenced so that exposure builds instead of repeating.
- 05
Account-level analysis
We report at account level: which accounts were reached, which functions engaged, which accounts changed state and which stayed passive.
- 06
Recommended next actions
Every reporting cycle ends with a decision: which accounts sales should approach now, which need more exposure and which should leave the list.
What we activate
Accounts, buying groups, content, channels.
Target accounts
Tier 1 strategic fits, tier 2 volume fits, per market
Buying groups
Economic buyer, functional owner, technical evaluator, influencers
Content
Problem framing, category education, Nordic insight, short proof
Channels
Account-targeted display, social, content destinations, sales enablement
What success looks like
Measured on accounts, not on leads.
Success in Acquire is measured as movement in the account list, not as leads.
More named accounts engaged, and engaged across more than one function
Higher response to sales outreach in exposed accounts
Accounts entering the pipeline from the target list rather than from chance
A shorter path from first exposure to first meaningful conversation
The other motions
Win new. Win now. Grow more. Keep more.
Motion 02
Accelerate
Influence live opportunities and the whole buying group behind them.