Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 7mo
I determine ROI in a few ways, but primarily by pipeline and revenue impact. Engagement metrics are great leading indicators, but only if they move deals to close.
Primary: pipeline sourced/influenced from your target accounts; win rate; sales velocity; ADS/ACV expansion - all of this should be viewed from the comparative lens to your non ABM programs
Secondary: account coverage, buying-group reach (MQA), and meeting rate
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