Account Strategy

What we sell, to whom

• ✅ Offering: a full solution + long-term relationship (PD + applied-learning platform + ongoing support), not a one-off product.
• ✅ Primary account: K-12 districts.
• ✅ Wedge: school-level relationships can be leveraged to get into / expand within a district (land at a school, expand district-wide).
• ✅ Primary goal: land long-term agreements with renewals (multi-year, retention-weighted — not net-new logo count).

ABM model

• ✅ Strategic focus, regionally clustered. Not pure 1:1 and not broad 1:many — a set of high-value named districts grouped into regional clusters so that a win compounds locally.
• 🔎 Implies a tiered named-account list: Tier 1 = flagship/reference targets per region; Tier 2 = neighbors in the same cluster who are reachable once the flagship is live. (Confirm tiering.)

Account selection criteria (what makes a district a priority)

• ✅ Existing foothold — a school, contact, or past relationship already inside the district.
• ✅ Region / cluster fit — proximity to a flagship/reference district (feeds the peer halo).
• ✅ Need signal — low outcomes, improvement/turnaround status, or a new strategic plan that creates a reason to act.
• Notably NOT gated primarily on size/budget — selection is relationship- and need-led, not spend-led. 🔎 Budget still matters as a feasibility check for a multi-year deal (confirm).

Land-and-expand logic

1. Land via an existing foothold (often a school) where there’s a need signal.
2. Prove outcomes at that foothold → creates the data that makes a champion.
3. Expand district-wide (more schools, more stakeholders → depth KPI).
4. Halo to neighboring districts in the cluster using the flagship as a reference.

Open threads

• ❓ How many target accounts / how many regional clusters for v1? (sizing for a 2-AE team)
• ❓ Which regions/states are in scope first?
• ❓ Explicit tier definitions and entry criteria per tier.

→ See go-to-market-motion.md for how we actually enter, and buying-committee.md for who we sell to.