Metric Monday: The Gap Between Marketing Strategies and Incentive Structures

saraboostani
saraboostani Posts: 346 6senser
edited August 2023 in Research Road
most practice abm 21% not rewarded.png

There’s a sizable gap between current marketing strategies and incentive structures for marketers. This contrast is particularly unfortunate because organizations that incorporate ABM-centric metrics into variable compensation models demonstrate improved financial performance. When companies include at least one ABM-focused criterion in bonus calculations, they tend to have stronger financial performance.

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  • Kerry
    Kerry Posts: 149 6senser

    The old adage, you get what you pay for, applies to B2B marketing. Pay for leads and lead conversions and what you'll get are leads and lead conversions, even if you're 'doing' ABM. Neither of those two things will get you pipeline and revenue.

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