( ) Metrics: measuring account progress cont’d In ABM, marketing supports and influences ABM is about the entire customer journey, pipeline creation not just new pipeline The larger and more complex the deal, the less we Deepening relationships with existing customers can measure Marketing in terms of ‘marketing is a big part of Account Based Marketing, but sourced’ leads and pipeline. According to traditional marketing-funnel metrics focus almost SiriusDecisions, while marketing sources 25-45% exclusively on new business. of pipeline for companies selling to non-named accounts, it sources less than 10% of pipeline at In ABM, we need metrics for every stage of the strategic or enterprise accounts. But, many ABM funnel; not only new business and pipeline plays are about accelerating existing pipeline, not acceleration, but also post-sale (expansion and creating new revenue. retention) as well as advocacy, referrals, customer satisfaction, and net promoter scores. So instead of relying on marketing-generated pipeline as a way to prove value, account-based marketers need to show their impact on revenue by NEW CUSTOMER PIPELINE ACCOUNT demonstrating how well they influence deals and ACQUISITION VELOCITY EXPANSION improve key business outcomes such as win rates, Helps acquire new deal velocity, and average contract value (ACV). Accelerate velocity Drives expansion customers, particularly of existing opportunities (upsell + cross‑sell) high value targets at target accounts at existing accounts ABM metrics measure new customer acquisition, pipeline velocity and account expansion. Source: TOPO Research 107