As you report on your ABM campaign, it’s important to understand how this process differs from reporting on traditional funnels.As noted in a recent Terminus article, there are two big problems with using a traditional demand funnel to measure ABM:
1. The traditional funnel is designed to track leads, not to give you a holistic view of your accounts.
2. With traditional demand generation, you’re constantly pouring more leads into the top of your funnel. The top of the ABM funnel is static — accounts are not added throughout the quarter — because you’re working with a predefined target account list.
The article further states that separating your funnel into acquisition and expansion will allow you to better understand how each piece is performing. The key stages of your account-based funnels are:
1. Target accounts: Your strategic prospect or customer account list for the quarter.
2. Engaged target accounts: Target accounts that have shown meaningful engagement with your company and are ready for one-to-one outreach. This stage of the funnel, which can also be called marketing qualified accounts (MQAs), can serve as a proxy for the MQL stage of the lead-based funnel.
3. Opportunity target accounts: Target accounts that are in an active sales cycle.
4. Won target accounts: Target accounts with closed-won deals — the ultimate goal!
Creating an ABM scorecard based on this, and properly adjusting your metrics to compare to a traditional funnel, will give you a better view of how your ABM efforts are performing.
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