Measuring ABM
Engagement and pipeline.
Why ABM Needs Different Metrics
Lead-based metrics mislead in ABM. Counting MQLs or form fills ignores the fact that success is winning whole accounts, not individual contacts.
ABM measurement rolls every touch and contact up to the account, and tracks progress along the journey from target to closed-won to expanded.
The Account Funnel
Replace the lead funnel with an account funnel. Each stage measures how many target accounts have progressed, giving a true picture of program momentum.
Watch conversion between stages to find where accounts stall and where to focus optimization.
Account funnel stages
Target accounts 500
Engaged accounts 220
Marketing-qualified accts 95
Sales-accepted accounts 60
Opportunities (pipeline) 34
Closed-won 11