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Innovation & MarTech

Building an ABM Platform Instead of Buying One

Enterprise ABM vendors wanted six figures a year. I built a custom intelligence dashboard for our sales team instead.

20,000+

Accounts Scored

108,000+

Activities Tracked

6-figure savings

vs. Vendor Cost

4

Integrations

The Problem

Sales needed better tools to prioritize accounts. The team was working from static lists without a connected view of engagement data across systems. The enterprise ABM platforms (6sense, DemandBase) wanted six figures per year. For a company our size, that wasn't happening. So I built one.

ABM Dashboard home showing daily priorities, pipeline overview, and engagement leaderboard
The dashboard home: daily priorities, pipeline stages, and engagement leaderboard. Sales opens this every morning.

Scoring 20,000 Accounts

I built a composite scoring model across four dimensions: Fit (firmographic match), Engagement (email opens, page views, form fills from Pardot), Intent (buying signals and stage progression), and Purchase History (past revenue and renewal data from Salesforce). Every account gets a score out of 100. The model also assigns buying stages automatically, so sales knows who's just aware of us vs. who's actively evaluating.

ABM Dashboard analytics with score distribution, buying stage funnel, and performance by tier
Analytics view: score distribution, buying stage funnel, engagement attribution, and performance by account tier.

Executive Visibility

Leadership needed a single view of pipeline health without digging through Salesforce reports. The executive dashboard shows pipeline activity, engagement volume, buying intent, and account progression through stages, all filterable by time range. One screen, no clicking around.

ABM Dashboard executive view with pipeline activity, engagement metrics, and account pipeline stages
Executive view: pipeline activity, engagement events, and accounts in active buying stages.

Account Intelligence for Sales

Each account has a full profile: company details, all contacts with roles and titles, scoring breakdowns, and a complete activity timeline. Sales can see exactly who's engaged, what they've looked at, and how the account compares to our ideal customer profile.

ABM Dashboard account overview with company profile, scoring gauges, and contact list
Account overview: company profile, fit/engagement/intent scores, and every contact with their role.

Call Prep That Actually Helps

The biggest unlock for sales was the call prep view. Before every call, reps can see who to call (champion identification based on engagement), what competitors are in the account, and AI-generated talking points based on account activity. It turned a 15-minute research task into a 30-second glance.

ABM Dashboard call prep with champion identification, competitor detection, and talking points
Call prep: champion identification, competitor intel, and talking points. Everything a rep needs before picking up the phone.

My Role

Built the ABM dashboard myself (full-stack: React frontend, FastAPI backend, PostgreSQL database). Managed a web developer for implementation and trained the sales team on using the dashboard and internal tools.

Results

  • Replaced a six-figure annual vendor need with a custom platform at zero software licensing cost
  • 20,000+ accounts scored with composite fit/engagement/intent model
  • 108,000+ activities tracked across Salesforce, Pardot, and Outreach
  • Sales reps use the dashboard daily for account prioritization and call prep
  • Outreach sequences automated SDR workflows for 100+ prospect campaigns

How This Was Measured

Account scores are computed from Salesforce fields (employee count, industry, revenue), Pardot engagement data (email opens, page views, form submissions), and Outreach activity logs synced via API. 108,000+ activities feed the scoring model. Dashboard adoption tracked through daily active users on the sales team.

Tools & Platforms

React / FastAPI / PostgreSQL / Python / Salesforce / Pardot / Outreach.io / OpenAI API / Unbounce

Key Deliverables

  • ABM Intelligence Dashboard
  • Account scoring model
  • Call prep & champion identification
  • Industry Report GPT
  • SDR Outreach Sequences

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