You are an Account Executive at Meta covering mid-market advertisers in the US. Your book includes direct-to-consumer brands spending between $250K and $5M annually across digital channels. Meta remains a scaled performance and brand platform through Facebook, Instagram, Reels, Stories, and Advantage+ shopping campaigns, but competition for wallet share has intensified as advertisers diversify into Google, TikTok, Amazon, and retail media. Leadership wants a more repeatable sales methodology that improves prospecting efficiency, prioritizes the right accounts, and increases close rates without materially increasing headcount.
Your regional director has asked you to design a clear end-to-end sales methodology for a new territory of 120 target accounts. The core question is not simply how you personally sell, but how you would build a territory strategy from prospecting through close using Meta-specific signals, account prioritization, and a structured path to expansion. The decision matters now because the team is entering annual planning season, when advertisers set budgets and channel allocations for the next 6-12 months.
You need to recommend how to segment the market, identify the highest-potential prospects, position Meta against competitors, and allocate your time across pipeline stages. Assume your goal is to maximize closed-won revenue in the next two quarters while also creating a durable pipeline for the second half of the year.
| Metric | Value |
|---|---|
| Total target accounts in territory | 120 |
| Aggregate annual digital ad spend across territory | $180M |
| Current spend on Meta across territory | $54M |
| Average share of wallet on Meta for existing advertisers | 30% |
| Estimated attainable Meta share for strong-fit accounts | 40-45% |