Question 4: Do we have the right metrics in place to encourage the right behaviors and assess performance?
A recent ABM Benchmarking Study from ITSMA and the ABM Leadership Alliance lists “Getting the data and reports we need to track results” as the top challenge.
When it comes to focusing on your most valuable accounts, it’s important to have the right set of metrics. This is a departure from the volume-of-leads approach many marketers use. The right metrics will be those that track contacts within an account — in other words, an account-based view of engagement through the customer journey to purchase.
The good news here, too, is that no matter how far along you are with data, marketing automation or even ABM technology, you can start building the right dashboards today to get the insights you need.