Create a C-level executive dashboard for ABM programs.
I've found that the most effective way to evangelize ABM in an organization is by presenting a dashboard. A dashboard helps your C-suite and board understand how your ABM program stacks up against your other initiatives. Knowing what to measure and seeing it all in one dashboard takes the guesswork out of identifying gaps within teams and creating clarity around the problems that need attention. So you may ask: what should you include in your executive reporting? Start with which segments you're targeting.
Give each targeted count list a name and a brief summary of segmentation criteria you used to select them, such as vertical, intern data, or engagement metrics. This helps to keep everyone on the same page about which part of your total addressment market is driven by ABM. You can then leverage the highest level account based funnel. Key measurements metrics here include average contract value, win rate, sales cycle length, retention rate, and net promoter score.
And this way, you can also reveal any opportunities for improvement at different stages. For example, you might have a lot of accounts in IT vertical, but the lowest percentage of accounts won compared to the other segments. You then can adjust your tactics further along the funnel to create more engagement and improve your win rate. To really show the effect of an ABM program, your dashboard should include comparison of your target account pipeline to your non-target account pipeline.
That's money. There is perhaps no clearer indication of the benefits of your ABM program than being able to see your target strategy at play versus the rest of your marketing strategy, meaning your inbound and outbound accounts. Put your ABM numbers side by side with your traditional marketing numbers, and the results will speak for themselves. ABM, when implemented correctly, creates high value engagement in the accounts that you can serve the best, and that's what your C-suite cares about the most.
- What is account-based marketing?
- Using the TEAM framework for ABM
- Creating target account lists
- Communicating authentically with clients
- Orchestrating multichannel campaigns
- Activating sales
- Analyzing your ABM performance
- ABM case studies