How do you recommend companies adjust their KPIs as they move to an ABM-centric marketing approach?
9 Answers
Snowflake Senior Manager, Streamlit Developer Marketing | Formerly Sentry, Udemy for Business, Demandbase • 3y
If you're still on an inbound (MQL) model, I would start by pivoting every report through the lens of "target account vs. non-target account". # of campaign responses...
3506 Views
Salesforce Senior Director of Field Marketing, Platform • 2y
In any strategy, it's not just about how much you measure but also what you’re measure and why. It's about setting the barometer for what success looks like and how KPIs ...
1761 Views
Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y
ABM is an upmarket play which means sales cycles are longer and the buying committee is bigger. Marketing needs to target, engage, and convert multiple persona within an ...
1038 Views
Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y
A marketing organization that is set on a traditional waterfall for KPIs (ex: AQL, MQL, etc.) will need to adjust metrics for an ABM approach. This does not mean the enti...
1219 Views
Snowflake Head of GCC Marketing, India • 2y
The first KPI to monitor is leads generated from target accounts. The rest is all noise. If an organization has adopted an ABM centric approach, your sales reps are worki...
810 Views
Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y
You'll need to adjust the way you measure account vs lead activity:Instead of measuring leads generated, measure account engagement and influenceInstead of measuring mark...
953 Views
Showpad Director, Growth Marketing | Formerly a child • 2mo
KPIs should shift from individual activity to account progress.The first change is reporting at the account level, not the lead level.Stop asking how many leads came in. ...
361 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
I largely view ABM as a way to help drive revenue targets. The KPIs should be in support of this not in comparison to it. Some of these KPIs will include: % Closed won o...
326 Views
Upside.tech Co-Founder, GTM + Operations • 3y
I'd recommending focusing a lot more on engagement and less on lead generation or MQLs. In general, you should know the people you want to engage in each account, and you...
4625 Views
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