Stax: Building an ABM Engine With Limited Resources

Client: Stax
Industry: Fintech payments
ICP Fit: Enterprise accounts within payments
Challenge: Stax had a small team and a big ask in front of them: drive new pipeline. They weren’t starting from scratch. They knew their target accounts and had campaigns running, but nothing was really connected. There wasn’t a clear ABM program or a way to tie their efforts into one motion that consistently created pipeline.
Solution: We helped Stax get their first real ABM program up and running. Instead of overcomplicating things, we built a simple, structured system they could use. That included a couple of focused plays, a clear progression model, and a way to connect everything they were doing. Just as important, we made sure they knew how to run it themselves.
Impact:

• A clear ABM foundation they could build on
• More confidence in what to do and how to do it
• Early pipeline coming from structured plays
• A plan and next steps they could keep executing on
• A happy team that felt set up for success

The Challenge:

Limited Team, Big Pipeline Pressure

Stax wasn’t sitting around twiddling their thumbs.

They had a solid grasp on their target accounts, campaigns running, and a team that knew their space. But after some org restructuring, they were operating with a lean team, and a much bigger expectation to drive new pipeline.

So the effort was definitely there. It’s just the consistent pipeline from the right accounts that was missing.

Here’s where things started to wobble:

• Lean team: With only a handful of marketers supporting the program, there wasn’t much room for trial and error
• No clear ABM structure: They had pieces of account-based activity, but no system to connect it all
• Campaigns without a journey: Marketing efforts were running, but not aligned to a clear progression motion
• New pipeline, not expansion: The challenge wasn’t working existing customers but breaking into new accounts
• Leadership pressure: With new responsibilities and expectations, there was an urgency to get something working fast
• Limited bandwidth for strategy: The team needed both a plan and a way to run it

Stax needed a way to connect what they were doing into a repeatable system that could drive pipeline.

The Solution

Build the System, Then Scale It

Though there was plenty of effort, there wasn’t a clear system tying everything together.

So we focused on bringing structure to what was in motion. Instead of adding more, we connected the pieces and built a simple path from activity → pipeline.

Using our 4D Framework (Data, Distribution, Destination, Direction) and Account Progression Model, we helped Stax turn a set of disconnected efforts into a structured ABM motion they could run.

Here’s what changed.

Data:

We started by tightening the foundation.

Stax knew who they wanted to go after, but we helped turn that into something more actionable by:

• Aligning target accounts to pipeline goals
• Setting up Propensity to better prioritize where to focus
• Creating a clearer view of which accounts were worth activating

Result: More confidence in who to target and where to spend time.

Distribution:

Next, we built the motion.

Instead of scattered campaigns, we helped Stax launch a couple of focused plays that worked together:

• Propensity-driven targeting
• Ads aligned to specific accounts

We also connected these efforts, so they weren’t running in isolation.

Result: From random acts of marketing → a coordinated set of plays pushing toward pipeline.

Destination:

We made sure everything pointed somewhere.

Campaigns weren’t just about engagement. Instead, they were tied to moving accounts forward. Messaging and outreach were aligned to support new business.

Result: A clearer path from “we ran a campaign” → “this is driving pipeline.”

Direction:

Finally, we gave them a system to run.

We built out:

• A full Account Progression model
• Activation playbooks and working docs
• Visibility into how accounts move through the funnel

Result: A repeatable system the team could execute rather than a one-off setup.

Beyond the Build: A System They Could Run

The biggest win wasn’t launching a bunch of plays out of the gate (although we love helping clients with that when there’s a need). It was giving Stax something they could keep using after they graduated.

By the end of the engagement, they had:

• A clear ABM structure
• Connected campaigns working together
• A progression model to guide execution
• The knowledge and confidence to run it themselves

The result = an effective way to drive pipeline.

(No immediate headcount increase required.)