8 - Revenue In Action

How Much Is ABM Really Worth?

Having gone through the first three steps of the Full Circle Method for ABM, we have a firm grasp on how many target accounts we need to market to in order to reach our revenue goals. We know which accounts are showing interest, and which campaigns are driving target accounts into key funnel stages. And we know how our target accounts are trending by conversion rate and the velocity to ensure our volume metrics are correct, and that we are being as efficient as possible at closing deals on target accounts.

At some point, however, someone is going to ask the million-dollar question: How much money is ABM actually making for the company?

These kinds of top-line questions can be notoriously tricky to answer, especially for marketers. Not so with Full Circle ABM, however! Your Revenue Dashboard is designed specifically to answer those dollars-and-cents questions. It uses hard data to give credit where credit is due, breaking down campaign influence contribution to revenue with increasingly granular reports distilled into clear, easy-to-interpret graphs that answer questions like:

• How much revenue can we attribute to deals with target accounts?
• What’s the average size of a deal with a target account?
• How much of our revenue comes from target accounts relative to non-target accounts?
• What’s our overall win rate for targeted account opportunities?
• Which campaigns drive the most deals with target accounts?

Another useful component here is the Buying Group Members on Opportunity chart. It offers a great view into your open pipeline deals to make sure the key contact roles are being added to your opportunities. If your org is leveraging an opportunity-based campaign attribution model, this data helps you make sure that the campaigns influencing your key contacts are being accounted for in your opportunity-based attribution tracking.