ABM Asset Types — Inspired ABM
The asset library for the Inspired Instruction account-based motion, derived from knowledge-tree/. Organized by stage of the motion. Every asset is tagged so we know who it’s for, where it’s used, who builds/owns it, and whether it exists yet.
Status key: ✅ Have · 🔨 Build (gap to close) · ◻ Later / nice-to-have Owner key: AE = account executives (the committee sell, board, renewals) · BDR = signal-triggered outreach + qualification · OD = OffDeck (strategy + technical execution: list, automation, proof system, HubSpot) · Platform = applied-learning platform data.
Design principle: this is a depth-over-volume, proof-led motion. The whole library bends toward generating and deploying outcome evidence, because in discovery that’s what makes the champion, drives renewal, and beats the small vendors. Build the proof assets first.
1. Proof & impact assets — the center of gravity
These power every other stage. They are also the biggest current gap: today there are lists + testimonials, but no structured outcome reports or case studies.
| Asset | Purpose | Audience | Stage / channel | Owner | Status |
|---|---|---|---|---|---|
| District outcome report | Quantify student/practice impact for a district | Superintendent, board, champion | Proof, renewal, board | OD + Platform | 🔨 |
| Case study (story + data + quotes) | Reference narrative for outreach & board | Whole committee | TOFU, mid, board | OD | 🔨 |
| Reference-district kit | Call script + co-present deck + intro template to power the peer halo | Prospect committee | Late stage, peer halo | AE + OD | 🔨 |
| Testimonial library | Attributed, taggable by region/role, board-usable | All | All stages | AE + OD | ✅ raw / 🔨 organize |
| Board-ready outcome one-pager | One sheet a champion forwards upward and presents | Board, superintendent | Board approval | OD | 🔨 |
| Regional proof map | Visual of wins per cluster → which neighbors are now reachable | AE (internal) | Planning | OD | ◻ |
2. Account intelligence assets — who, why now, what to use
Run a small team efficiently: tightly tiered targeting + automated signal capture in HubSpot.
| Asset | Purpose | Audience | Stage / channel | Owner | Status |
|---|---|---|---|---|---|
| Named-account list (tiered) | The target districts, tiered by foothold + region + need, in HubSpot | Internal | Foundation | OD | 🔨 |
| Account brief (per district) | One-pager: who, why now, which proof to deploy | AE / BDR field | All | OD → AE | 🔨 |
| Buying-committee map | Who’s on the committee, who we know, who’s missing (feeds depth KPI) | AE | Mid → late | AE + OD | 🔨 |
| Window / timing calendar | Per-account budget + board + grant dates so outreach lands in-window | AE / BDR | All | OD | 🔨 |
| Signal alert | Public-records trigger (new leadership / planning cycle / outcome-data drop) → HubSpot task | BDR / AE | TOFU trigger | OD | 🔨 |
3. Top-of-funnel & outreach assets
Earn the high-trust moments (referrals, board invites) that actually close.
| Asset | Purpose | Audience | Stage / channel | Owner | Status |
|---|---|---|---|---|---|
| Email outreach sequences | Committee-role-specific cadences | Named contacts | Direct outreach (SmartLead/HubSpot) | BDR | ✅ infra / 🔨 ABM content |
| LinkedIn touch templates | Warm, role-specific social touches | Champion, buyer | Direct outreach | BDR / AE | 🔨 |
| Conference / event kit | Booth collateral, leave-behind, meeting scheduler | Leaders at events | Conferences & events | AE | 🔨 |
| Outcome-led webinar | Teach + prove, generate champions | Champion, influencers | Webinars & content | OD + AE | ✅ infra (inspired-webinars) / 🔨 ABM topic |
| Retargeting ad set | Keep Inspired present with the committee | Committee | Paid (Meta / programmatic) | OD | ✅ stack / 🔨 creative |
| Referral request template | Convert a happy district into 2–3 neighbor intros | Reference customers | Peer halo | AE | 🔨 |
4. Sales enablement & mid-funnel assets
Carry the 6–12 month committee sell; differentiate against one-off small vendors.
| Asset | Purpose | Audience | Stage / channel | Owner | Status |
|---|---|---|---|---|---|
| Core pitch deck | Full-partnership narrative | Committee | Mid | AE + OD | 🔎 confirm exists / refresh |
| “Partnership vs. one-off workshop” comparison | Win the moment a small vendor is also in the room | Buyer, champion | Mid (competitive) | OD | 🔨 |
| Value / ROI model | Make the multi-year partnership case in dollars + outcomes | Buyer, board, finance | Mid → late | OD | 🔨 |
| Discovery / qualification guide | Consistent qualification + committee mapping | BDR / AE | Early | OD | 🔨 |
| Pilot proposal template | The school-as-wedge entry offer | Principal, champion | Land | AE | 🔨 |
5. Board & approval assets
The board is both a sign-off gate and a signature channel (board-meeting presentations).
| Asset | Purpose | Audience | Stage / channel | Owner | Status |
|---|---|---|---|---|---|
| Board presentation deck | Template + per-district build for board meetings | School board | Board approval | AE + champion | 🔨 |
| Executive summary / partnership proposal | The formal multi-year ask | Superintendent(s) | Late | AE + OD | 🔨 |
| Public-facing results sheet | Community/student-benefit framing for public meetings | Board, public | Board approval | OD | 🔨 |
6. Procurement assets
Built for the grant + sole-source + RFP combo.
| Asset | Purpose | Audience | Stage / channel | Owner | Status |
|---|---|---|---|---|---|
| Sole-source justification | Argue uniqueness of the outcome-based model | Procurement | Late | OD + AE | 🔨 |
| RFP response library | Reusable boilerplate, security/privacy, references | Procurement / evaluators | Late (RFP path) | OD | 🔨 |
| Grant-alignment / allowable-use guide | Map the offering to Title II / state grant language | Champion, finance | Funding-led deals | OD | 🔨 |
| Cooperative / piggyback contract sheet | Enable purchase via co-op/ESA to skip a full RFP | Procurement | Late | OD | ◻ confirm availability |
7. Renewal & expansion assets
Renewal is the headline KPI, so it gets its own designed motion.
| Asset | Purpose | Audience | Stage / channel | Owner | Status |
|---|---|---|---|---|---|
| Outcome business review (QBR/annual) | Recurring, data-backed renewal ritual | Buyer, board | Renewal | AE + OD | 🔨 |
| Renewal proposal template | Make the multi-year continuation easy | Economic buyer | Renewal | AE | 🔨 |
| Expansion proposal | Add schools / scope inside a won district | Champion, buyer | Expand | AE | 🔨 |
| Committee-coverage scorecard | Track + grow multi-threaded relationships (the depth KPI) | AE (internal) | Ongoing | OD | 🔨 |
8. Internal / ops enablement assets
What lets 2 AEs + 1–2 BDRs run this with OffDeck on the system.
| Asset | Purpose | Audience | Stage / channel | Owner | Status |
|---|---|---|---|---|---|
| ABM playbook | The whole motion documented end-to-end | Team | Foundation | OD | 🔨 |
| HubSpot templates & properties | Account tiers, signals, committee coverage, renewal cadence | Team | Foundation | OD | 🔨 |
| Sequence / cadence library | Reusable outreach + follow-up rhythms | BDR / AE | Ongoing | OD | 🔨 |
| Procurement-path playbooks | Step-by-step for grant / sole-source / RFP | AE | Late-stage | OD | 🔨 |
Build priority (proof-led, depth-first)
- Proof engine first (§1) — outcome reports, case studies, reference kits, organized testimonials. Nothing else lands without these, and they’re the current gap.
- Account intelligence (§2) — tiered list + signal capture + account briefs, sized for a 2-AE / 1–2-BDR team.
- Enablement + board (§4, §5) — the partnership/ROI narrative and board-meeting assets that close the 6–12mo committee sell.
- Procurement + renewal + ops automation (§6, §7, §8) — make winning repeatable and protect the renewal KPI.
Open inputs that shape several assets (regions, measurable outcomes, competitor names, HubSpot model) live in knowledge-tree/open-questions.md.