Metric Monday: Advanced Measurement Practices That Set ABM Teams Apart

saraboostani

Hey all,

In our 2024 Account-Based Marketing Benchmark we highlight ten things that teams with ABM programs do differently (or don't) from teams that don't practice ABM. One of those distinctions is that ABM teams use more advanced metrics to measure their success. By 'advanced,' we refer to metrics that adhere to the Three Principles of Modern Marketing:

1. Marketing and sales must focus efforts against a mutually agreed-upon set of accounts.
   1. Example measurements: ABM/Target Account Closed-Won Deals, ABM/Target Account Pipeline, Uncontested Losses.
      
2. Revenue team processes must be tuned to identify and engage buying groups, not just individuals.
   1. Example measurements: Buying Group Engagement, Accounts with Intent Detected.
      
3. Revenue teams must monitor buying groups from each of their targeted accounts throughout their entire buying journeys.  
   1. Example measurements: Opportunities from 3rd Party Intent, Early Stage Opportunities, Accounts Engaged with Website Content.

The graph below illustrates the proportion of Principle-aligned metrics tracked relative to the maximum possible number. For instance, if a respondent tracks one of the four possible Principle 1 metrics mentioned in our survey, we would say they are using 25% of the available metrics aligned with Principle 1.

While there's room for improvement in aligning measurement practices to the Three Principles across the board, ABM-led teams are clearly moving in the right direction. In contrast, teams without ABM tend to stick with legacy metrics like MQLs and Leads Produced.

@Kerry