Assumptions:

1. High ACV (Over 30k/year; often over 100k)
2. Sales assisted
3. Account list focused
4. Low churn
5. Long buying cycles
6. Existing well-known competition (Direct or indirect)

Budget Split:

1. Defence: 10%
2. Demand capture: 30%
3. Demand gen: 50% (ABM)
4. RT: 5%
5. Pipeline nurture: 15%
6. Optional: Account expansion (~10%)

Metrics:

1. Lagging indicator: Qualified pipeline
2. Leading indicators:
   1. Demand capture: Qualified MQLs/MQAs
   2. Demand Gen: ICP conversations