Dream 100

The Dream 100 is a sales strategy, popularised by Chet Holmes, of concentrating sustained, personalised effort on the hundred accounts that would transform the business if won, instead of spreading effort across thousands of weak prospects. It is the ancestor of modern account-based marketing.

Why it matters

The idea survives because the maths does: in most B2B markets a small set of accounts carries most of the available revenue. The perennial problem is the approach vehicle: a hundred dream accounts still need a reason to talk to you, which is why the list so often becomes the guest list of a podcast.

The number

See the full benchmark, methodology, and counting rules →