PlaybooksABM, shown by example
Scenario datasheet No. 02
Simulation
fiktives Szenario, reale Methodik
Cleared for Takeoff
- Industry
- Aerospace Supplier
- ABM type
- 1:Few (nearly 1:1)
- Program duration
- 9 months
- Deal size
- €300,000 to €2,000,000 / year (master agreement)
Fictional company
Starting position
A specialist in surface treatment and special processes (for example plasma coating and non-destructive testing) with Nadcap accreditation, aiming to enter the supply chains of tier-1 structural suppliers and OEM programs.
Numbers up front
Deal economics
Master agreements of €300,000 to €2,000,000 per year over terms of 5 to 10 years (program lifetime). Qualification cycle of 12 to 24 months. Lifetime value per account potentially in the double-digit millions.
Deal size
€300,000 to €2,000,000 / year (master agreement)
Headline metric · Core KPI
5 to 8 accounts in formal qualification
Size, criteria, triggers
Target Account List (TAL)
The TAL brings together exactly the accounts that fit the ideal customer profile: size, criteria, trigger events.
25 accounts (1:Few, nearly 1:1): tier-1 structural suppliers and select OEM plants in Europe under rate-increase pressure.
Triggers: publicly announced ramp-ups, tenders, and second-source strategies following supply chain disruptions.
Four roles, four vetoes
The buying committee
Four roles, four concerns, four plays: each persona gets the answer their veto hinges on.
Supplier Quality Manager
Audit burden for an unknown supplier.
VetoStrategic Buyer / Commodity Manager
Dependency and capacity risk.
VetoProgram Manager
Thinks in terms of rate ramp-up and schedule risk.
VetoManufacturing / Process Engineer
Technical advocate in the buying committee: their support depends on the technical depth of the proof.
VetoRole
Supplier Quality Manager
Gatekeeper.
Concern / objection
Audit burden for an unknown supplier.
Play
"Audit-ready" dossier per account: Nadcap scope, EN 9100 certificates, proven FAI processes (First Article Inspection), and escalation paths, packaged like a supplier audit done in advance.
Role
Strategic Buyer / Commodity Manager
Concern / objection
Dependency and capacity risk.
Play
Capacity and redundancy fact sheet (equipment base, shift models, second site, business continuity).
Role
Program Manager
Concern / objection
Thinks in terms of rate ramp-up and schedule risk.
Play
Ramp-up simulation: documented lead times and scaling scenarios for their specific program.
Role
Manufacturing / Process Engineer
Concern / objection
Technical advocate in the buying committee: their support depends on the technical depth of the proof.
Play
Technical deep-dive webinar (closed group) on process limits, with real inspection records.
Phased plan
The program
Month 1 to 3
Air Cover & Thought Leadership
- Thought leadership in trade media and on LinkedIn (air cover)
- Executive briefings on the sidelines of ILA and the Paris Air Show
Month 4 to 9
1:1 Sequences Along the Qualification Path
- 1:1 sequences per account along the formal supplier qualification process
- ABM goal: entry into qualification (the honest north-star KPI for this sector), not the close
Honest ranges
Benchmarks & KPIs
Honest ranges as planning figures, not guarantees.
| KPI | Target | Rationale |
|---|---|---|
| Account engagement | 15 of 25 (60%) | Small TAL, high degree of personalization |
| Executive briefings / plant visits | 8 to 10 | Trade-show integration as an accelerator |
| Entry into formal supplier qualification | 5 to 8 accounts | The decisive goal; closes follow in year 2 |
| RFQ invitations | 3 to 5 | A result of the qualification entries |
Methodology generalized
Why this works
- In aerospace, no one buys from an unknown supplier.
- Trust is built through audit readiness and proof of capacity, not through advertising.
- The program takes exactly the work off the buying committee's plate that it would otherwise have to do anyway.
Apply this scenario to your company