Metric Monday: Double Clicking Into "Fewer than 50% of ABM Orgs Measure Account-Centric Metrics"

saraboostani

Hey all, 

A few weeks back, we talked about how organizations that 1) practice ABM, 2) measure ABM-related metrics and 3) integrate them into their incentive programs perform better financially. However, we've also touched on the fact that such measurement practices lag behind ABM adoption. In our 2022 survey sample, 78% of B2B marketers indicated they practice ABM, yet fewer than 50% said they measure account-centric metrics and only 21% said they align their rewards with relevant metrics.

Now, let’s double click into the "fewer than 50% measure account-centric metrics" stat and look at the specifics. 

• Only 48% of ABM practitioners measure ABM target account opportunities.
• A mere 39% measure target account pipeline.
• Just 28% measure closed/won deals from target accounts.

These are all significant misses. Every single B2B organization implementing a target account or ABM program should be measuring all three of these metrics. Your efforts won't yield the same impact if you don't. However, where there's a miss, there's an area of opportunity to make it right. We can't wait to finish our next round of collection to see if these gaps have shrunk.

@Kerry

Kerry

This one was a shock. I knew measurement wasn't great, but fewer than half measuring opportunites they get from Target Accounts. We have to do better. And we're here to show you how. Also, if you all have some great examples of reports/dashboards that you do for your ABM, I'd love to see them.

Rachel Zerilla

Eye OPENING!

saraboostani

totally! We're currently collecting another round of data on the same survey that informed these findings. Eager to see what, if anything, has changed from last year!