ABM KPIs for your management team
Posted: Thu Dec 26, 2024 7:08 am
When it comes to measuring ABM , it can be hard to know where to start.
Within a traditional lead-based model, it’s easy to understand leads created, conversion rates, opportunities opened, pipeline, won revenue closed, and so on.
But within ABM, since you’re already focused on the accounts that matter, some of those early metrics are less meaningful. I don’t know many CEOs who report lead numbers to their board anyway…
The important thing to remember is that everything should be tied back to pipeline and revenue. And revenue isn’t a number that belongs to sales or marketing. It’s a number that belongs to everyone.
If you’re already tracking Key Performance Indicators (KPIs) like Won Revenue, Opportunities Created, or Average Deal Size, you should use those as a benchmark to compare your ABM efforts against.
But there are four additional KPIs that your ABM team will care about:
Top of the ABM funnel starts list of telegram users in cambodia with building engagement within accounts that may not know about your product or services yet, but keeping those accounts engaged throughout your funnel is also paramount.
You can measure “engagement” in many ways, but at Smartbound, we define an account as engaged when they have at least one web visit or campaign response in HubSpot. This is a good indication that:
There is active interest in Smartbound from that account.
Our outbound channels are working (because these are accounts within our target list that are being proactively marketed to).
Aside from marketing influence (which we'll cover next), account engagement is our best insight into whether or not our marketing efforts are working.
02. Marketing influence
If “Account Engagement” is a measure of whether or not your marketing is working, Marketing Influence is a measure of whether or not you’re doing enough marketing to the right accounts.
At a basic level, marketing influence helps show how much of your existing pipeline and earned revenue has been “influenced” by marketing. This should be an aggregate of all your marketing channels , including email, direct mail, virtual events, etc.
It’s also a good indicator of the alignment between marketing and sales . If marketing and sales are working with completely disparate sets of accounts and their activities aren’t aligned, you’re likely going to see more revenue that hasn’t been influenced by marketing.
Within HubSpot , you can segment this data into different lists of target accounts to understand where you’re making progress and where there’s still more work to be done.
And to get more granular, you can also review individual deals and open opportunities to see where marketing is providing good coverage (or not).
Within a traditional lead-based model, it’s easy to understand leads created, conversion rates, opportunities opened, pipeline, won revenue closed, and so on.
But within ABM, since you’re already focused on the accounts that matter, some of those early metrics are less meaningful. I don’t know many CEOs who report lead numbers to their board anyway…
The important thing to remember is that everything should be tied back to pipeline and revenue. And revenue isn’t a number that belongs to sales or marketing. It’s a number that belongs to everyone.
If you’re already tracking Key Performance Indicators (KPIs) like Won Revenue, Opportunities Created, or Average Deal Size, you should use those as a benchmark to compare your ABM efforts against.
But there are four additional KPIs that your ABM team will care about:
Top of the ABM funnel starts list of telegram users in cambodia with building engagement within accounts that may not know about your product or services yet, but keeping those accounts engaged throughout your funnel is also paramount.
You can measure “engagement” in many ways, but at Smartbound, we define an account as engaged when they have at least one web visit or campaign response in HubSpot. This is a good indication that:
There is active interest in Smartbound from that account.
Our outbound channels are working (because these are accounts within our target list that are being proactively marketed to).
Aside from marketing influence (which we'll cover next), account engagement is our best insight into whether or not our marketing efforts are working.
02. Marketing influence
If “Account Engagement” is a measure of whether or not your marketing is working, Marketing Influence is a measure of whether or not you’re doing enough marketing to the right accounts.
At a basic level, marketing influence helps show how much of your existing pipeline and earned revenue has been “influenced” by marketing. This should be an aggregate of all your marketing channels , including email, direct mail, virtual events, etc.
It’s also a good indicator of the alignment between marketing and sales . If marketing and sales are working with completely disparate sets of accounts and their activities aren’t aligned, you’re likely going to see more revenue that hasn’t been influenced by marketing.
Within HubSpot , you can segment this data into different lists of target accounts to understand where you’re making progress and where there’s still more work to be done.
And to get more granular, you can also review individual deals and open opportunities to see where marketing is providing good coverage (or not).