Metric Monday: Hybrid ABM Measurement

saraboostani

Hey all,

Here’s another one from our Marketing Measurement benchmark.

In past Metric Mondays, we’ve discussed how around 80% of marketing organizations attempt to execute account-based practices but continue to rely heavily on legacy metrics (like leads) to measure success. Those metrics, however, don’t reflect ABM’s objectives.

I’m sharing the chart below because it clearly illustrates that current state: fewer than 30% of organizations rely solely on ABM-specific metrics to assess success. Most either use a mix of ABM and traditional metrics, depend entirely on legacy measures, or don’t measure at all.

@Kerry