Strategy in Practice
Prioritization turns limited budget into stronger engagement
What SAP Concur’s published customer story demonstrates about concentrating effort where it can matter most.
The Challenge
No growth team has unlimited budget or attention. A broad approach can dilute both, especially when high-value accounts require sustained relevance before they are ready for a sales conversation.
The Approach
Demandbase’s customer story describes SAP Concur prioritizing accounts and supporting them with several months of account-based advertising as part of a broader ABM effort. The strategy centered on intentional allocation rather than universal coverage.
The Result
SAP Concur reported a 60% lift in web visits, an engagement score increase from 51% to 95%, and increases of 52% in closed-won revenue, 57% in deal size and 59% in pipeline. The source associates these results with combined ABM efforts; it does not isolate one activity as the sole cause.
What This Demonstrates
Prioritization creates room for sustained engagement. When resources follow a clear account strategy, teams can invest enough attention to become relevant instead of distributing effort too thinly.
Smittinn Perspective
Limited resources make choice essential. The goal is not to reach the largest possible audience; it is to concentrate attention where the business has a credible opportunity to create value. Discipline in who receives effort is part of what makes outreach feel considered.
Source
Third-party example: Demandbase / SAP Concur. Read the original published customer story.