“I just churned 6sense”
This story keeps happening in my network.
Today I evolved Keyplay to hit the problem head-on. It’s time for someone to take aim at the legacy ABM problem.
ABM strategies are alive and well. But the blackbox overpromise has run its course.
At first, I thought this was just unbundling. CMOs cherry-picking best-of-breed tools instead of paying for bloated platforms. That’s part of the story.
But it’s sharper than that now. The market is splitting into two camps:
Camp 1: Legacy ABM
Big enterprises “too deep” to switch. Locked into multi-year contracts. They are justifying the sunk cost... for now.
They’ll be 2 years behind.
Camp 2: The New Way
Teams moving fast with AI and modern tools. They’re not just unbundling. They’re rebuilding GTM from first principles. They need:
Models that adjust in minutes, not months.
AI that finds new signals instead of recycling CRM data.
Intent you can explain instead of defend.
Systems that work for both CMOs and GTM Engineers.
This isn’t about swapping vendors. It’s about a fundamentally different approach to how GTM works.
The CMOs and RevOps leaders in Camp 2 are making moves.
Why Legacy ABM Falls Short
We’ve seen three core problems with the old model:
1. Blackbox models you can’t trust. ML trained on stale CRM data. No way to explain outputs. Sales loses confidence fast.
2. Speed mismatch. Annual model refreshes while your market moves weekly. By the time you adjust, the opportunity is gone.
3. Intent without Fit is just noise. High intent + Low fit = WTF-Intent-QLs. The classic trap. Account selection is 2D.
Fit is foundational. Intent is the accelerant. Get this order wrong and you waste sales time on accounts that will never close.
What’s Coming Next
We’re in the third generation of B2B targeting, accelerated by AI.
AI Agents are a fundamental shift in how companies identify, segment, and prioritize accounts. Instead of relying on legacy firmographic filters or black box ML, you can now answer any account research question about every account in your market.
These new AI “columns” (research, enrichment, signals) are key ingredients in the shift from legacy ABM to modern ICP marketing.
But AI alone doesn’t get you there. It’s also requires a return to fundamentals. The new model:
Start with backtested ICP models (not guesses)
Use AI agents to research any signal for every account
Layer whitebox intent (you see why accounts surface)
Adjust in minutes, not months
The market is ready for an alternative.
If you’re onboard with this future, check out Keyplay’s take here.