The motion is a defined sequence with clear exit criteria at each stage, not a series of friendly calls. At a high level it runs: qualify the account and the committee, run a discovery that maps each stakeholder’s success criteria, deliver a tailored demo and business case, pass the security and technical review, then navigate procurement and legal to signature. Each stage has a “what has to be true to advance” gate, and you forecast against those gates rather than against optimism.
Account-based marketing (ABM) feeds this motion at the top, concentrating effort on a defined list of high-fit accounts rather than spraying inbound. This is exactly the engine we build inside the Expansion OS for Tech Companies: ABM into target accounts, then a disciplined enterprise motion to convert them.