How do you recommend companies adjust their KPIs as they move to an ABM-centric marketing approach?
8 Answers
Erika Barbosa
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • March 18
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 of target accounts
- Pipeline generated from target accounts
- Engagement rates from target accounts
There also needs to be alignment across the entire business on this go-to-market motion. It can’t be the ABM department in a silo. This means being okay with saying no to potential opportunities that are not part of your target list which your KPIs will also reflect.
You may also find this question helpful: What is your methodology for identifying the right company targets in an ABM strategy?
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