Sherpa's Partner ABM takes two organisations and creates a joint value proposition that's unique and valuable for end customers. We bring intelligence-led targeting of accounts, guided by data and propensity scoring, and turn that intent data into active intent through verticalised messaging, persona-specific journeys and precision engagements. Our Lead Hub bridges the gap between the marketing activity and the sales activity, giving sales teams the context and the conversational tools to have a richer, more meaningful value exchange.
We take two organisations and create a joint value proposition that's unique and valuable for end customers. It's a really unique story that speaks to the target audience in a really valuable way, and it's the story we tell into every target account.
Intelligence-led targeting of accounts: not just a wish list of accounts, but something guided by data and propensity scoring. We find the accounts that not only look like the right, but also behave like an account that's interested in you, and we build up a score against each account over time.
At the top of the funnel, we produce an executive brief that speaks to your target accounts about what's happening in their industry: the challenges people are facing and how they're looking at solving them. We then move accounts into persona-specific journeys, typically targeting three personas per account, and amplify across the personas to build up the account score.
Moments that matter with target accounts. We call them precision events because they're not incidental. They're intentional, and they're focused around the accounts that engage. It could be as simple as a 90-minute innovation lab, a live demo or POC, or meeting for lunch at an industry event you're both attending. It's a value exchange right from the get-go.
Messaging becomes increasingly contextualised from vertical to persona to account. Our Lead Hub doesn't just show sales teams who's engaged in what accounts and with what. It generates content to support their outreach, specific to the account, the persona, the joint value proposition and the precision engagement. It takes outreach from an SDR follow-up on content to something much richer and more meaningful.
We bring sales in with something tangible: a list of scored accounts and the joint value proposition. We also give them ownership in the build. Simple drop-down notifications ask sales: Did you reach out? Was there a response? It's about course correction, understanding what's driving value and what isn't, and keeping everyone accountable.
The process of aligning vendor and partner teams on a single, differentiated story, defining the specific value only achievable through the partnership and building the messaging framework both sides use to tell it.
Content developed jointly for vendor and partner that reflects the shared value proposition, designed to resonate with a specific buyer, vertical, or region rather than adapting generic vendor assets.
Coordinated marketing activity run by vendor and partner together, using shared messaging and assets to reach target buyers through the right channels at the right time.
The tools and frameworks that equip both vendor and partner sales teams to carry the joint value proposition consistently into buyer conversations, from first contact through to close
Real experts, real outcomes
3-5x
higher engagement rates versus non-ABM campaigns
40-50%
faster sales cycles through buying committee engagement
30-40%
higher win rates on targeted accounts
6 months
timeline minimum
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Sherpa handles every stage of partner recruitment set-up and ongoing program management. From ideal partner profile creation and campaigns, through to lead delivery and reporting in EdisonAi with quarterly reviews
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Account based marketing in channel marketing is a targeted approach that focuses partner and vendor activity on a defined set of high-value accounts rather than broad demand generation. Sherpa's ABM programme uses EdisonAi intent signals to identify and prioritise the right accounts before campaigns begin.
Running an ABM campaign through a partner channel requires coordinating messaging and activity across both vendor and partner teams targeting the full buying committee within each account simultaneously. Sherpa orchestrates this across multiple channels, with account-level engagement tracking throughout.
Demand generation builds broad awareness across a target market. ABM focuses resource on a specific set of accounts identified as the highest-value opportunities, engaging every decision-maker within those accounts with persona-specific messaging. In partner marketing, ABM is most effective for tier 1 and strategic partner relationships.
Selecting the right accounts for an ABM programme requires a combination of firmographic fit and real-time intent signals, identifying which accounts are actively researching and most likely to convert. Sherpa uses EdisonAi to surface these signals and prioritise accounts before any campaign activity begins.
A vendor should use ABM in a partner marketing programme when targeting strategic accounts that require a coordinated, multi-stakeholder approach, particularly for tier 1 partners, GSIs, or high-value verticals where broad demand generation isn't precise enough. Sherpa's ABM programme is designed specifically for these high-investment, high-return partner relationships.
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