Account based Metrics

The All-in-One Guide to Account-Based Metrics That Matter The New Way to Measure ABM Success for Marketing and Sales Revenue teams are always looking for the next wave of innovation to close more deals, as well as plan and predict future success. One of the biggest waves in recent years is account-based marketing (ABM), which has been proven to be a valuable go-to-market strategy by analysts and practitioners alike. The stats are so well-known we can recite them in our sleep, but just in case… According to Gartner, ABM programs show a 70% increase in opportunities created. And 87% of account-based marketers say that ABM initiatives outperform other marketing investments, according to a benchmark survey conducted by ITSMA and the ABM Leadership Alliance. SiriusDecisions found that 91% of companies using ABM saw an increase in average deal size. In fact, ABM has proven so successful that it’s become the new norm; Forrester predicts that by 2025, the term “ABM” will disappear as account- centric becomes the way most B2B organizations identify, plan, manage, and measure buying and post-sale motions. What’s missing from these impressive statistics? Marketing qualified leads (MQLs). Yet somehow the MQL has worked its way into the very fabric of the marketing funnel. Even though we know that less than 1% of these leads convert, marketers still covet them, and with good reason — the c-suite and board members are used to MQLs; they expect to see them posted month over month.