How to use Pick to manage account based marketing workflows

Account based marketing (ABM) is supposed to help sales and marketing teams get in sync and actually move the needle with high-value accounts. But let’s be honest: most ABM “tools” end up being bloated, complicated, or so rigid that you’re basically working around them, not with them.

This guide is for teams who want to run practical ABM—without getting buried in spreadsheets, Slack threads, or yet another overpriced platform. If you’re tired of busywork and just want to keep your accounts, tasks, and conversations organized, here’s how to use Pick to actually manage your ABM workflows.

Why Pick? (And When It’s Not Worth It)

Let’s get this out of the way: Pick isn’t some magic ABM-in-a-box. It’s a flexible workspace—think of it as a shared digital notebook crossed with a task manager. Pick works best if your team already has a rough process but needs a home base to wrangle it all.

When Pick works well: - You have a clear list of target accounts and want to track activity. - You’re collaborating with marketing and sales (and maybe customer success). - You value flexibility over rigid, pre-built “playbooks.”

When Pick probably isn’t the right fit: - You need deep CRM features (like pipeline forecasting, auto-enrichment, or native email tracking). - Your execs demand dashboards and quarterly “alignment” slides. - You’re a solo rep working a tiny book (honestly, a notebook or Google Sheet is fine).

If you’re looking to keep things simple and collaborative—without becoming a slave to the tool—keep reading.

Step 1: Set Up Your Account List

The heart of ABM is your account list. If you get this wrong, nothing else matters. In Pick, you’ll want to create a single, clean workspace for your target accounts.

How to do it:

  1. Create a new workspace for your ABM project. Call it something obvious like “2024 ABM Targets.”
  2. Add your accounts as individual pages or cards (depending on how you prefer to view things).
  3. Name each card with the account name.
  4. Add key fields: main contacts, industry, tier (e.g., Tier 1/2/3), owner, and any custom tags you care about.
  5. Pro tip: Don’t go nuts adding every possible data field. Start with the basics; you can always add more later.

Honest take:

Don’t let “account list perfection” become a project in itself. You’ll clean it up as you go—the point is to have a shared, live list. If you’re still arguing about which companies to include, sort that out before you bother with Pick.

Step 2: Build a Simple ABM Board (Don’t Overcomplicate It)

You don’t need a 10-stage pipeline with fancy automations. Most teams do better with a basic board that shows where each account stands.

How to do it:

  1. Set up columns for each major stage. For example:
  2. Targeted
  3. Engaged
  4. In Conversation
  5. Opportunity
  6. Won/Lost
  7. Drag and drop accounts as they move through your process.
  8. Assign owners for each account so everyone knows who’s on point.

Pro tips:

  • Keep it tight: More than 5-6 columns and people lose the plot.
  • Use color coding sparingly (e.g., highlight Tier 1 accounts or deals at risk).
  • Ignore the urge to track every tiny step—stick to what actually changes how you work.

What doesn’t work:

Don’t turn this into a pseudo-CRM. If you find yourself spending more time updating Pick than talking to accounts, you’ve gone too far.

Step 3: Track Activities and Touchpoints (But Don’t Drown in Details)

ABM is about personalized outreach, not mass emails. You want a quick way to see what’s happened with each account and what’s next.

How to do it:

  1. Add a running notes section inside each account card for call notes, meeting recaps, and discoveries.
  2. Create checklist items or tasks for each key action:
  3. Send intro email
  4. Schedule executive call
  5. Deliver proposal
  6. Follow up on demo
  7. Set due dates and assign tasks to teammates, so nothing slips through the cracks.

Pro tips:

  • Pin important info (like key pain points or buying signals) to the top of each account page.
  • Don’t try to log every email or call—just the meaningful stuff.
  • Weekly review: Once a week, skim your account list and update statuses. Don’t let things get stale.

What to ignore:

Fancy integrations and “activity scoring” features. They sound nice but rarely actually help you close deals. If you need that level of detail, you’re probably better off with a dedicated CRM.

Step 4: Collaborate Without Chaos

ABM is a team sport. Marketing, sales, and sometimes product folks all need to be on the same page. Pick makes it easy to keep everyone in the loop—if you use it right.

How to do it:

  1. Tag teammates in comments when you need input (e.g., “@Jess can you review this case study before we send?”).
  2. Share account pages with stakeholders who need visibility (but don’t give editing rights to everyone—trust me).
  3. Document playbooks or messaging frameworks as separate pages in the workspace, so people aren’t digging through old emails.

Pro tips:

  • Keep feedback in Pick: No more “did you see my Slack message?” chaos.
  • Agree on notification settings—otherwise, people tune out alerts.
  • Limit meetings: Pick should make your standups shorter, not longer.

What doesn’t work:

If you try to make Pick your single source of truth for everything (especially if you already have a CRM and a wiki), it gets messy fast. Use it as the “live” ABM board, not a dumping ground or knowledge base.

Step 5: Review, Adapt, Repeat

ABM isn’t set-and-forget. The best teams use simple review rituals to keep things moving—not endless reporting.

How to do it:

  1. Run a weekly or biweekly review in Pick. Walk the board, update statuses, and call out stuck accounts.
  2. Identify bottlenecks: Are accounts stalling at “Engaged”? Is follow-up falling through? Adjust as you go.
  3. Archive closed accounts to keep the board clean. Don’t let it turn into a graveyard.

Pro tips:

  • Spot patterns: If you’re not making progress with certain account types, adjust your targeting.
  • Keep notes brief and actionable. Nobody wants to read essays.
  • Iterate: Tweak stages, task templates, or even the whole board as you learn what works.

What to ignore:

Don’t waste time building fancy reports unless someone actually reads them. If your team isn’t using the board in real conversations, strip it back.

Wrapping Up: Keep It Simple, Keep It Moving

The best ABM programs aren’t the most complex—they’re the ones people actually use. Pick gives you just enough structure to stay organized, without locking you into a rigid process or drowning you in dashboards.

Start with a basic board, keep your account notes sharp, and make it a habit to update as you go. Skip the bells and whistles unless they solve a real problem for your team.

ABM’s hard enough already. Your tool shouldn’t make it harder. Set up Pick, get your team on board, and keep tweaking until it fits how you actually work. That’s how you get results.