www.demandmetric.com Open in urlscan Pro
52.12.44.186  Public Scan

Form analysis
2 forms found in the DOM

<form>
  <div class="search-form-wrapper">
    <div class="container-inline">
      <div class="form-item form-type-textfield">
        <input class="custom-search-box form-text" placeholder="Search All Resources" id="dm-template-tools-search-text" type="text" size="60" maxlength="128">
      </div>
      <input type="submit" name="op" value="Search" class="form-submit">
    </div>
  </div>
</form>

<form>
  <div class="search-form-wrapper">
    <div class="container-inline">
      <div class="form-item form-type-textfield">
        <input class="custom-search-box form-text" placeholder="Search All Resources" id="dm-template-tools-search-text" type="text" size="60" maxlength="128">
      </div>
      <input type="submit" name="op" value="Search" class="form-submit">
    </div>
  </div>
</form>

Text Content

Main Navigation
    * 

    *  * Topics
       * Resources
       * App
       * Pricing
       * Book a Call(link is external)

 * Other Links
    * Our Story
    * Contact
    * Login

Topics
 * Product Marketing & Management
 * Demand Generation & ABM
 * Sales Enablement & Training
 * Strategic Communications
 * View All Topics

Resources
 * Playbooks & Tool-Kits
 * Tools & Templates
 * Reports & Guides
 * Training

Playbooks & Tool-Kits
 * Custom Playbooks & Tool-Kits
 * Agency Management
 * Agile Marketing
 * Blogging for Business
 * Content Marketing
 * Crisis Communications
 * CRM Program
 * Customer Engagement
 * Demand Generation
 * Event Marketing & Trade Shows
 * Lead Generation
 * Market Research
 * Marketing Communications
 * Marketing Strategy
 * Mobile Marketing
 * Online Advertising
 * Online Community
 * Product Development
 * Product Marketing
 * Project Management (PMO)
 * Public Relations
 * Sales Enablement
 * Sales Training
 * SEO & SEM
 * Shopper Marketing
 * Social Media Marketing
 * Video Marketing
 * Webinar Program
 * Website Redesign

Tools & Templates
 * Most Popular Tools
 * Assessments
 * Business Cases
 * Calculators
 * Calendars
 * Checklists
 * Competitive Analysis
 * Job Descriptions
 * Dashboards
 * Prioritization Tools
 * Process Diagrams
 * RFP Templates
 * ROI Calculators
 * Skills Assessments
 * Process Diagrams
 * Project Plans & Charters
 * Strategy Scorecards
 * Vendor Evaluations
 * Website Redesign

Reports & Guides
 * Benchmark Reports
 * Best Practices Guides
 * How-To Guides
 * Frameworks

Training
 * View Training Courses
 * View On-Demand Webinars
 * About DM University
 * DM University Login(link is external)

Jump to Navigation
 * Our Story
 * Contact
 * Login

 * Topics »
   * Product Marketing & Management
   * Demand Generation & ABM
   * Sales Enablement & Training
   * Strategic Communications
   * View All Topics
 * Resources »
   * Playbooks & Tool-Kits »
     * Custom Playbooks & Tool-Kits
     * Agency Management
     * Agile Marketing
     * Blogging for Business
     * Content Marketing
     * Crisis Communications
     * CRM Program
     * Customer Engagement
     * Demand Generation
     * Event Marketing & Trade Shows
     * Lead Generation
     * Market Research
     * Marketing Communications
     * Marketing Strategy
     * Mobile Marketing
     * Online Advertising
     * Online Community
     * Product Development
     * Product Marketing
     * Project Management (PMO)
     * Public Relations
     * Sales Enablement
     * Sales Training
     * SEO & SEM
     * Shopper Marketing
     * Social Media Marketing
     * Video Marketing
     * Webinar Program
     * Website Redesign
   * Tools & Templates »
     * Most Popular Tools
     * Assessments
     * Business Cases
     * Calculators
     * Calendars
     * Checklists
     * Competitive Analysis
     * Job Descriptions
     * Dashboards
     * Prioritization Tools
     * Process Diagrams
     * RFP Templates
     * ROI Calculators
     * Skills Assessments
     * Process Diagrams
     * Project Plans & Charters
     * Strategy Scorecards
     * Vendor Evaluations
     * Website Redesign
   * Reports & Guides »
     * Benchmark Reports
     * Best Practices Guides
     * How-To Guides
     * Frameworks
   * Training »
     * View Training Courses
     * View On-Demand Webinars
     * About DM University
     * DM University Login
 * App
 * Pricing
 * Book a Call

Sign Up


ABM METRICS DASHBOARD




RESOURCE OVERVIEW

Use our ABM Metrics Dashboard to define, track, and communicate your key ABM
program metrics with your team.

Download
Downloads
440
Premium
DashboardsAccount-Based MarketingMeasurement
1:08











RELATED RESOURCES

 * Tools
 * Projects
 * Training
 * Research
 * Details

Tools
Premium

ABM Program Budget Template
Premium

ABM Roles Matrix
Premium

ABM Platform Evaluation Matrix
Premium

ABM Buying Committee Diagram
Premium

ABM Content Plan Worksheet
Premium

Account & Product Mapping Matrix
Premium

ABM Key Account Plan Canvas
Premium

ABM Account Tiers Worksheet
Premium

ABM Campaign Planning Tool
Premium

Ideal Customer Profile Template
Training
Premium

Training Course: Demand Generation
Premium

Training Course: Content Marketing
Premium

Training Course: Customer Engagement
Premium

Training Course: CRM Program
Premium

Training Course: Event Marketing
Premium

Training Course: Lead Generation
Premium

Training Course: Sales Enablement
Premium

Training Course: Product Marketing
Research
Premium

ABM Strategy Playbook
Premium

ABM Framework
Free

Demand Generation Program Playbook
Free

The State of the ABM Tech Stack
Free

The State of the ABM Tech Stack Infographic
Free

High Performance ABM Best Practices Guide
Details


YOUR PROBLEM

You need to define, track, and report on your key account-based marketing (ABM)
program metrics.


OUR SOLUTION

We created the ABM Program Metrics Dashboard template to help you define, track,
and communicate your key ABM program metrics with your team.

The metrics in this template can easily be customized to suit your
organization's needs. After selecting the ABM metrics that you want to track,
populate the spreadsheet with your data.

Sample metrics used in this template include:

 * Marketing Qualified Accounts (MQAs)
 * Meetings Booked with Target Accounts
 * Target Account Opportunities
 * Target Accounts Won
 * Target Accounts Expanded
 * Annual Contract Value

Use the charts provided to share a visual representation of your key ABM metrics
and the results of your program with the rest of your team.


KEY BENEFITS

 * increase the marketing team's credibility
 * share your ABM program results
 * leverage our pre-defined metrics
 * gain support for budget approval
 * save 4 hours on formatting
 * provides a real-world example

 


MICROSOFT EXCEL SPREADSHEET


ESTIMATED TIME REQUIRED: 4 HOURS


SKILLS REQUIRED: EXCEL (ADVANCED)

 


BACKGROUND

Measuring impact is critical to prove and improve the efficacy of an ABM
strategy. Accurately measuring the impact of ABM requires a new set of metrics.
Traditional marketing contribution models measure KPIs with defined targets for
marketing 'sourced' or 'influenced' revenue. Still, the sales and marketing
alignment inherent to effective ABM makes attribution models that separate sales
and marketing revenue obsolete.  Instead, gauge marketing's impact on an ABM
strategy by identifying ABM-specific marketing metrics. Engagio(link is
external) recommends metrics in each of the following areas:

 * Coverage: Do you have sufficient data, contacts, and account plans for each
   target account?
 * Awareness: Are the target accounts aware of your company and its solutions?
 * Engagement: Are the right people at the account spending time with your
   company, and is that engagement going up over time?
 * Reach: Are marketing programs reaching the target accounts? How much waste is
   there?
 * Influence: How are the ABM activities improving sales outcomes such as deal
   velocity, win rates, average contract values, retention, and net promoter
   scores?

During the measurement phase, revisit the revenue, pipeline, and KPI goals set
in the account planning phase and compare your goals to the campaign's outcome.
Increasingly, marketing technology enables detailed marketing data analytics.
The insights available through analytics technology are the essential final
piece of the puzzle for any company that invests the resources in implementing a
well-designed ABM strategy.

ABM measurement requires account-based metrics that are all about quality, not
quantity. Traditional funnel metrics like marketing qualified leads will be less
of a priority. As mentioned earlier, the role of the modern marketer requires a
shift in mindset. Your role is no longer focused on generating 'hot' leads, but
rather, influencing key buyers at best-fit accounts. This shift in measurement
requires a new set of metrics with an account lens. Of course, you'll still want
to look at campaign performance, revenue performance, and influence on the
overall business. ABM doesn't change what you want to measure as much as how.
You need to leverage an essential set of ABM metrics to get the insight
necessary to improve your ABM campaigns and pipeline health. 

For example, to measure campaign performance, look at specific metrics for
account coverage, engagement, and penetration. A practical example helps
illustrate how this is done. If you have a field marketing event specific to a
set of target accounts in a particular region, you'll want to acquire attendees
from those accounts and report on the event's account penetration and the
overall engagement of an account, especially if the engagement comes from the
key contacts at the account. Look at the impact this makes to your sales team
just by applying account-based metrics to measure a program's success.

Sometimes the easiest way to see how ABM metrics matter is to compare the
performance report of a traditional marketing program to that of an ABM program.
Let's say you have a regional event that promotes best practices and educates
your audience with thought leadership. If you're in the thick of traditional
marketing tactics like lead generation, your performance report might result in
a report that highlights a 40% attendance rate with 45/60 registrants scored and
qualified as Marketing Qualified Leads (MQLs). You might, therefore, request
that sales follow up with these leads you assigned to them. A sales team might
review this list of MQL's and recognize that they are already talking to other
individuals at those specific accounts who are more qualified. They might also
reject those leads knowing that those accounts are not a good fit for your
solution. There is little motivation for a sales representative to follow up
with leads they know are either low-quality leads or come from low-quality
accounts. It's easy to empathize with sales when you look at it from their
perspective.

Imagine instead exchanging your traditional marketing metrics for ABM metrics.
You have the same event with the same output of effort from marketing. The
difference is only in the metrics. Your sales team learns that a regional field
event resulted in a 75% target account penetration, five named target accounts
attending, with 80% of attendees identified as part of the buying committee at
those target accounts. Furthermore, three key individuals explicitly named in
the after-event report were highly engaged at the event. Your Sales team will
regard these marketing results as incredibly high value and influential since
you've helped them keep their most important accounts engaged. In this ABM
scenario, the sales team is highly motivated to call those individuals at the
account.

Visit our Demand Generation & ABM Hub for other great resources.

 

Projects


Download
Downloads
440


RESOURCE OVERVIEW

Use our ABM Metrics Dashboard to define, track, and communicate your key ABM
program metrics with your team.


WANT TO GET UNLIMITED ACCESS?

 

Call 1 (866) 277-7275 to get pricing for UNLIMITED ACCESS to the world's largest
library of practical tools & training for Marketing teams.

 

No time now? Book a 15 min. call(link is external)   

 

Don't start from scratch! Customize & rebrand our tools to save time and look
brilliant.

 

If you need to put 'structure', best practices and processes into place, we can
help!

 

Why re-invent the wheel?  Join our community of 200,000+ professionals from
companies like Amazon, American Hospital Association, Microsoft, US Bank, Marsh,
Sunlife, 3M, Toyota, Texas A&M University, Pfizer and many more.

 


BOOK A 15-MIN CALL!(LINK IS EXTERNAL)


ABOUT US

 * Our Story
 * Press
 * Blog
 * Contact

 


RESOURCES

 * Playbooks
 * Benchmark Reports
 * Tools & Templates
 * Training Courses


CONNECT

 *  Join LinkedIn Group

 


WANT TO WORK WITH US?

 

 * Book a Free Consultation(link is external)


TOTAL MEMBERS

226,808


NEW LAST WEEK

242
Join Today


SUPPORT

 * Contact Us
 * Terms of Use
 * Privacy Policy
 * Call Us 1 (866) 277-7275



Shares
Share
Share
Tweet
Share
Email