Metric(s) Monday: Connecting the Dots on How Measurement Pays

saraboostani

In recent weeks, we’ve learned that organizations that adopt an account-centric approach tend to exhibit stronger financial performance. Moreover, metrics centered around Account-Based Marketing (ABM) have a stronger association with better financial performance compared to traditional metrics like MQLs and leads (See this post). What happens when we also use them to determine marketer incentive compensation? Organizations that both implement an ABM practice and incorporate ABM measurements (such as tracking opportunities, pipeline, and revenue generated from target accounts) into their marketer incentive compensation are associated with 8% better financial performance. That is, not only do you see a financial boost from implementing an ABM practice, but you gain an additional advantage by tying the metrics of that practice to your marketers' variable compensation. To realize the full benefit, you have to do both. 

As you may recall from a few weeks ago, we also found that 78% of marketers have an ABM practice, yet fewer than 50% of these organizations measure account-centric metrics (see this post), and only 21% align their rewards with relevant metrics (see this post). 

There's a significant opportunity on the table for organizations that practice ABM but aren't currently measuring their performance or rewarding their marketers accordingly.

@Kerry

Kerry

Everyone is running a mile a minute so it's easy to miss something as basic as, You get what you pay for. But, here's evidence. If you are doing ABM things, provide incentives for producing ABM kind of results!