Score every account on fit, intent and engagement. Let the sheet sort them into tiers and tell your team which ABM play to run next.
Trying to focus ABM on the right accounts, but your target list is a long, unranked spreadsheet? You’re not alone. Most account-based programs stall because every account gets the same effort, and the best-fit accounts get lost in the pile.
A target account list fixes that. It scores each account on fit, intent and engagement, sorts it into a tier, and tells your team which play to run next. Tier 1 accounts get one-to-one attention, Tier 2 gets one-to-few, and Tier 3 gets scalable programs.
That’s what this free Excel template does. Add your accounts, score them from 1 to 5, and the sheet calculates the score, assigns the tier and suggests the ABM approach for you.
Move the sliders to see how the template turns three ratings into a score, a tier and a play. Default weights are 40% fit, 35% intent and 25% engagement, and you can change them in the workbook.
How closely the account matches your ICP
Buying signals: pricing visits, hiring, funding, tool changes
Replies, meetings, content views, event attendance
Cluster-level content, industry webinar invites, role-based sequences, LinkedIn ads by segment.
Each tier comes with a suggested share of your list, a core play, a touch cadence and an owner. All of it is editable on the Tier Rules sheet.
About 5-10% of the list
About 20-30% of the list
About 60-75% of the list
Yellow-free and formula-ready: you rate three columns, the template does the rest.
| # | Account | Industry | Fit | Intent | Engagement | Score | Tier | ABM approach | Buying stage | Account owner | Next action |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Northwind Logistics | Logistics | 5 | 4 | 4 | 88 | Tier 1 | One-to-one | Considering | Priya | Book intro call |
| 2 | Lumen Health Systems | Healthcare | 4 | 5 | 3 | 82 | Tier 1 | One-to-one | Evaluating | Sam | Send tailored ROI brief |
| 3 | Brightpath Software | SaaS | 4 | 3 | 3 | 68 | Tier 2 | One-to-few | Aware | Priya | Invite to webinar |
| 4 | Ardent Manufacturing | Manufacturing | 3 | 3 | 2 | 55 | Tier 2 | One-to-few | Aware | Sam | Add to LinkedIn ad cluster |
| 5 | Pinecrest Education | Ed-tech | 2 | 2 | 1 | 35 | Tier 3 | One-to-many | Unaware | Nurture | Enrol in nurture stream |
Building a tiered account list doesn’t have to take weeks. With this free Excel template, your team can score, tier and plan outreach for every target account in one sheet.
Start by adding company name, domain, industry, employee count and region for each account. Pull them from your ICP, your closed-won patterns in the CRM, or a verified B2B database so every row is a real, reachable company.
Rate each account from 1 to 5 on three dimensions. Fit measures how closely it matches your ICP, intent captures buying signals such as pricing page visits or hiring, and engagement reflects real interactions with your team.
The template weights your scores (40% fit, 35% intent and 25% engagement by default), calculates a score out of 100 and assigns Tier 1, 2 or 3. Change the weights and thresholds on the Tier Rules sheet to match your own sales motion.
Add the primary contact, title, account owner and buying stage, then follow the play for the tier: one-to-one for Tier 1, one-to-few for Tier 2 and one-to-many for Tier 3. Log the next action and date so every account has a clear move.
Accounts move. Re-score monthly, promote accounts when intent spikes and demote those that stay cold. The Tier Summary sheet shows list balance, so Tier 1 never grows beyond what your team can personalize.
Your target account list is more than a spreadsheet. It’s the decision layer that tells sales and marketing where to spend time and budget. To get the most from it, build it on strong criteria and keep it current.
Start with the traits of your best customers: industry, company size, region, tech stack and use case. The tighter your ICP, the more meaningful the Fit score becomes, and the fewer accounts you waste effort on.
Agree on the thresholds and plays together. When both teams work from one list, Tier 1 accounts get coordinated outreach instead of competing touches, and handoffs get cleaner.
Buying signals go stale quickly. Update intent scores every month and verify contact details before each campaign so your plays reach the right people at the right time.
Get a head start on your ABM plan! Download your free Target Account List template and subscribe to Prospecting Penguin, our LinkedIn-powered newsletter packed with ABM tactics, ICP-building strategies and outreach tips.
The template uses four sheets that work together, taking you from a raw list of companies to a tiered, action-ready ABM plan.
The main sheet. Log account details, score fit, intent and engagement from 1 to 5, and watch the score, tier and ABM approach calculate automatically. Contact, owner, stage and next-action columns keep every account moving.
Set your scoring weights and tier thresholds, and review the recommended play, touch cadence and owner for each tier. Change a yellow cell and the whole list updates.
See how many accounts sit in each tier, the average score per tier and how many are already in evaluation or decision. It’s a quick check that your list is balanced and your Tier 1 is realistic.
A short seven-step guide built into the workbook, so new teammates can start scoring and tiering accounts in minutes without a training session.
The template keeps ABM focused by turning a long list of companies into ranked, tiered priorities that your whole team can act on.
Tiering stops you from spreading personalized effort across every account. Your best-fit accounts get the deepest attention, while the long tail is handled by scalable programs.
Weighted fit, intent and engagement scores replace gut feel, so sales and marketing can see exactly why an account is Tier 1 and what would move it up or down.
Every row carries an owner, buying stage, next action and date. Nothing slips between campaigns, and managers can review account progress at a glance.
Change weights, thresholds, stages and plays to match your own motion. Formulas update across the whole list, so you can adapt the template without rebuilding it.
A tiered target account list is the foundation of account-based marketing. With clear scoring and defined plays, your team knows which accounts deserve one-to-one attention, which belong in a cluster and which should stay in scalable nurture.
Use this free Excel template to rank your accounts, align sales and marketing and keep ABM focused on the accounts most likely to buy. Download it today and build your first tiered list.
Stop guessing which accounts to chase. ReachStream gives you accurate, segmented B2B contact data to reach the decision-makers inside every target account.
Claim Your Free B2B List!A target account list is the set of companies your team has chosen to pursue with account-based marketing. Each account is scored and placed in a tier, so effort matches potential value instead of being spread evenly.
There is no fixed rule, but a common split is a small Tier 1 (roughly 5-10% of the list) for one-to-one work, a mid-size Tier 2 (about 20-30%) for one-to-few, and the rest in Tier 3. Size Tier 1 to what your team can truly personalize.
You rate Fit, Intent and Engagement from 1 to 5. The template applies weights (40%, 35% and 25% by default), converts the result to a score out of 100 and assigns a tier using the thresholds on the Tier Rules sheet.
Yes. Edit the yellow cells on the Tier Rules sheet and every score and tier updates automatically. You can also rename buying stages, add columns and extend the formulas to more rows.
Review it monthly and refresh your data at least every quarter. Intent signals change fast, so re-score accounts regularly and re-tier any that move up or down.
ReachStream starts with the Free plan, ideal for testing the platform. As your outreach grows, you can upgrade to Glacier, Ice Floe, or Polar Peak for expanded access and features. It’s a great way to keep your pipeline full and your team focused on closing.
Pair this template with a reliable B2B data source to reach the buying committee at every account. Explore ReachStream’s B2B contact database to find verified decision-makers at your Tier 1 and Tier 2 accounts.
Start your free trial with ReachStream todayJunaid Hussain Khan
Business Development Manager at ReachStream