s e s s e c o The new metrics for r M p B III 7 A t e r a h Account Based Marketing P T So if account based marketers can’t “Do n’t count the people that you reach; claim victory on the wrong metrics reach the people that count.” (e.g. leads) and they can’t claim it David Ogilvy, exclusively on long-term metrics Founder of Ogilvy & Mather (e.g. revenue), what can they do? Fundamentally, three questions arise in ABM: Am I creating and deepening relationships 1with target accounts? How are accounts moving through buying journeys to desired outcomes (e.g. pipeline 2and revenue)? What is the return on investment of my 3marketing programs? 108