Article · 12 min read

The new account-based playbook with Kyle Poyar (Growth Unhinged)

Kyle Poyar · Pocus Free Advanced

The clearest short statement of what changed: from ABM owned by marketing to account-based everything driven by shared signals, with the actual signal sources (product usage, firmographic, intent, technographic, hiring) and the stack named.

  • Argues for ABX over ABM: the same motion but owned jointly by sales, marketing and product rather than siloed in marketing.
  • Stack five signal types: product usage, firmographic, intent, technographic, and growth signals like job posts and funding.
  • Names the working stack as Clay, Keyplay, Sales Navigator, Warmly, Pocus and Parabola.
  • Use AI at top and middle of funnel (fit, research, personalization) and keep humans for sales-ready accounts.
Open on pocus.com ↗

The question it answers

  1. Signal-based selling replaced spray and pray. What does the best version of it actually look like?

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