CHAPTER 3 Respondents measure a mixture of impact (e.g. revenue “Engagement has become more generated) and activity (e.g. meetings set) related to their ABM important because ABM strate- efforts. The majority of companies surveyed focus on impact such as pipeline created (72%) and revenue generated (70%). gies address a broader range of But, with long sales cycles common to B2B deals, business goals that focus on the entire it’s important to track engagement and meaningful customer life cycle and penetration activity along the way towards a deal closing, such as within accounts or market segments. account engagement (62% measure this today.) Measuring engagement is the process of finding out whether – Allison Snow, Forrester Research the right people at the account are spending time with your company, and if that engagement is going up over time. At Engagio, we use the number of minutes someone spends with your brand as a way to track engagement. Another critical impact metric is deal velocity. Only 30% of respondents measure this today, though ABM has been proven to accelerate the speed at which a deal closes. ABM TACTICS AND DETAILS 21