Metric Monday: You Can’t Scale What You Don’t Report

saraboostani

Hi all,

Here's another one from this year's Marketing Measurement Benchmark:

Fewer than half of ABM teams report ABM performance indicators to the board. That’s a big red flag 🚩 If ABM is going to scale and become a core part of the revenue engine, it needs to make its way to the top.

It’s yet another sign that while 80% of teams say they’ve adopted ABM, many are still just dipping their toes in—unfortunately, you risk getting stuck in the sand!

@Kerry

Kerry

I know that for larger orgs, specific ABM metrics are too in the weeds, but this is true of smaller orgs, too. Marketing ends up reporting either lower-level metrics or nothing, while sales reports pipeline and revenue. This cements marketing's lower status. We need to fight for more.