A copy-paste Claude prompt that audits each priority account's buying committee — Decision-Maker, Champion, Influencer, Researcher, Veto roles — and surfaces which roles are missing entirely. The Engagement Map optimizes how you engage existing roles. The Gap Finder identifies the roles whose absence will stall your deals.
A B2B SaaS team's biggest T1 account spends 4 months in active evaluation. Decision-Maker engaged. Champion advocating internally. Influencers attending the demos. Forecast looks strong. Then at proposal stage: Procurement surfaces a contract clause objection. Legal flags data residency. Security raises an SSO requirement no one mentioned. The deal doesn't die — it stalls 8 weeks while the team scrambles to address objections that should have been engaged in months 2-3, not month 5. This is the most common pattern in B2B SaaS late-stage stalls — and it happens because the team optimized engagement quality with the 3 roles they were already reaching while never noticing the 2 roles whose absence would surface deal-killing objections at the worst possible moment.
The deeper problem is that most ABM programs measure engagement depth, not engagement breadth. The Role-by-Role Engagement Map shows how well you're engaging Decision-Makers and Champions. Per-role conversion rates look healthy. Reporting feels positive. But the same dashboard that celebrates strong DM engagement is silent on the fact that 78% of T1 accounts have zero engagement with Veto roles (Legal, Procurement, Security, IT). Those roles will surface in late stages whether you've engaged them or not — the only question is whether they surface as informed allies or as last-minute blockers.
This workflow runs structured role coverage analysis. Claude takes engaged-contacts data + target account list + 5-role taxonomy and produces per-account role coverage maps. Each account gets explicit role-by-role coverage status (engaged or missing). Aggregate analysis shows which roles are systematically under-reached at segment level. Gap priority queue surfaces which accounts need which role expansions, with specific LinkedIn audience parameter changes, content offers, and outreach approaches per gap. Run quarterly aligned with the rest of Track 03; ad-hoc at sales-stage transitions.
The gold variables — your brand, target account list, role taxonomy, tier definitions — are the parts you edit. Run quarterly aligned with the rest of Track 03; re-run at major sales-stage transitions.
Sample output for a hypothetical mid-market B2B SaaS brand with 47 priority accounts (12 T1 / 22 T2 / 13 T3). Gap finder surfaces 234 engaged contacts mapped across 5 roles, 6 critical T1 gaps at Proposal stage, and segment-wide Veto-role under-coverage (78% T1 gap).
Pulling engaged contacts at 47 priority accounts via HubSpot. Classifying 234 contacts across 5 roles using title + seniority + function + product context.
234 engaged contacts mapped across 47 accounts. Segment-level coverage: DM 87% / Champion 68% / Influencer 49% / Researcher 31% / Veto 22%. Critical insight: Veto roles are systematically under-reached (78% T1 gap). 6 T1 accounts at Proposal stage missing 2+ roles each — these are highest-leverage interventions. P1: 6 gaps. P2: 9 gaps. P3: 14 gaps. Top expansion priority: Veto-role expansion campaign across all T1 accounts.
seniority=Director+, dept=Legal OR Procurement OR IT. Deploy gated content "Enterprise security & compliance overview." Add Veto-role outreach sequence. Sales team should also direct-outreach to Procurement before contract review.seniority=Director+, dept=Security. Gated content: "SOC 2 + data residency overview." Sales team should request intro to Security/IT through Champion within 7 days.seniority=Director+, dept=Procurement OR Legal. Gated content: "Implementation playbook + contract templates." Critical: deal at Proposal stage; gap may not close before contract review.seniority=Entry/IC, function=Sales Operations. Gated content: "Beginner's guide to RevOps tooling." Researcher coverage matters less at Opportunity stage but adds intent signal density.seniority=Director+, dept=Security OR IT. Gated content: "Security review checklist + SSO/SAML overview." Engage Veto roles 4-6 weeks before Proposal stage.seniority=Director+, dept=Legal OR Procurement. Lower urgency than Proposal-stage accounts, but T1 accounts should engage Veto roles at SQL stage to prevent late-stage stalls.Run quarterly aligned with the rest of Track 03. Re-run at major sales-stage transitions (SQL → Opportunity, Opportunity → Proposal). Mid-quarter, monitor role coverage as a leading indicator of late-stage stall risk.
Pull HubSpot contacts at all priority accounts who've shown engagement (form fills, email opens, ad clicks, content downloads, meeting attendance, sequence replies) in last 90 days. Per contact, capture: name, title, seniority, department, engagement count, last engagement date. Audience Builder output should already include the priority account list with tiers.
Run ABM Audience Builder →Edit gold variables — brand, target accounts, role taxonomy, coverage targets. Most important calibration is product context — role inference depends on what the product is and who the buyer is. A "Sales Director" is a Champion in a sales-tools product but a Decision-Maker in a sales-team-management product.
Workflow takes 18-22 minutes for typical 30-50 account audit. Claude classifies engaged contacts into 5 roles, produces per-account coverage map, segment-level matrix, and prioritized gap queue. Output is ready to hand to ABM team for audience expansion + sales team for direct outreach.
Week 1: launch P1 expansion campaigns — LinkedIn audience parameter changes for missing roles at T1 advanced-stage accounts. Week 2-3: sales team direct-outreach to Veto roles at Proposal-stage accounts where expansion may not reach in time. Week 4+: steady-state P2/P3 expansion as new accounts enter pipeline. Re-run gap finder quarterly.
Same 5-role framework, different sales motions. Pick the variant that matches your buying-committee dynamics.
Enterprise deals have larger committees with more nuanced role distinctions. The 5-role framework expands to 7-8 roles: split Influencer into Technical Influencer (peer evaluator) and Business Influencer (peer department lead); split Veto into Security Veto, Legal Veto, and Procurement Veto. Coverage targets increase: T1 minimum becomes 6 of 8 roles.
SMB deals have smaller committees and compressed role boundaries. Decision-Maker often plays Champion role. Veto roles often don't exist as separate functions (no dedicated Procurement, Legal often outsourced). Framework compresses to 3 roles: Decision-Maker / Champion-or-Implementer / External Influencer (advisor, accountant, etc.).
PLG sales motions add Product User as a 6th role distinct from Researcher. Product User is actively using the product (free tier, trial); Researcher is still evaluating without using. Product User signal is more reliable than Researcher — usage data trumps content engagement. Coverage targets shift: Product User often replaces or precedes Champion.
Most B2B SaaS ABM programs measure engagement depth, not engagement breadth. Then deals stall at Proposal stage when missing Veto roles surface objections. Run the gap finder quarterly. Surface missing roles before they become late-stage stallers. Or have senior GrowthSpree operators run quarterly buying committee analysis across MCP-connected HubSpot data — the same operating motion run across 300+ B2B SaaS accounts.