3 - Key Metrics for ABM Measurement

Measure Twice, Cut Once

Now that we’ve reviewed some general best practices for account-based marketing, let’s take a look at how Full Circle ABM helps you measure — and therefore optimize — the success of your ABM strategy.

The success of your ABM strategy depends on effective collaboration between two teams: Marketing and Sales. These teams often look at different data when they’re making decisions, but some information is critically important to both of them. There are five crucial metrics your Marketing and Sales teams share when it comes to ABM:

1. Activation

Think of activation as a barometer that gauges the level of interest you’re receiving from your target accounts. Your targeted marketing and sales efforts “activate” members of the buying group from one of your target accounts to take notice and begin to interact with your company. Full Circle ABM offers an entire Activation Dashboard dedicated to these metrics, so you can track patterns of behavior from the accounts showing the most serious interest in buying.

2. Pipeline Speed

The quicker a target account moves from “Who are you?” to “I need what you’re selling now,” the sooner your company can recognize revenue from a closed/won deal. Your Funnel Trends Dashboard gives you stage-by-stage insight into how long it takes a target account to move through your ABM funnel. This enables you to predict your revenue stream more accurately, and to recognize and address any potential bottlenecks before they get out of hand.

3. Volume Trends

At the end of the day, ABM is a numbers game. To meet your revenue goal, you need to get a certain number of target accounts interested in your product. You need a certain number of those accounts to be so interested that they start signaling that they might want to buy, and you need a certain number of those accounts to follow through and make a purchase within a specific time frame. Not only does Full Circle ABM offer your multiple ways to slice and dice your current volume metrics, but historical reporting also enables you to identify trends in those metrics — so you can prepare for the future.

4. Progress Against Pipeline & Revenue Goals