Account tiering
In short
Account tiering is the practice of ranking target accounts into groups, usually three, based on how well they fit your ICP and how much revenue they could bring. Each tier gets a different level of sales and marketing investment.
It makes account-based plays practical: you cannot run a custom campaign for every account, but you can for your top tier.
The three tiers
Tier 1: strategic accounts
Best-fit, highest-value accounts, often named accounts. Expect one-to-one outreach, custom research, multi-threading across the buying committee, and executive involvement.
Tier 2: key accounts
Strong fit with solid potential. Use one-to-few campaigns grouped by segment or use case.
Tier 3: scale accounts
Good fit but lower value. Reach them with automated, signal-triggered programs and one-to-many marketing.
How to tier accounts
- Score fit: Rate each account against your ICP on firmographic and technographic traits.
- Estimate value: Use company size, expected contract value, and expansion potential.
- Layer intent: Move accounts up when buying signals appear.
- Cap tier 1: Keep it small enough that each account gets real attention, often tens of accounts per rep.
Keeping tiers current
Re-score accounts every quarter. Funding, new leadership, and hiring can all promote an account, and a lost deal can demote one.
Account tiering FAQs
What is account tiering?
Account tiering is ranking target accounts into groups based on fit and potential value, so that the best accounts receive the most tailored and resource-intensive outreach while lower tiers are reached with scalable programs.
How many account tiers should you have?
Three is the most common setup. Tier 1 gets one-to-one effort, tier 2 gets one-to-few campaigns, and tier 3 gets automated one-to-many programs. Add more only if your team can run distinct plays for each.
What criteria decide an account's tier?
The main criteria are ICP fit, potential contract value, expansion potential, and buying signals. Many teams combine them into a single score and set thresholds for each tier.
