7. Measure account progress For years, Marketing has measured “ If you believe ABM success is effectiveness by counting Leads and measured only on lead volume… Opportunities. But the rise of Account think again.” Based Marketing demands new ways of Megan Heuer, thinking about marketing metrics. VP Research, SiriusDecisions While leads and opportunities are important and even necessary metrics, they are not sufficient to measure Account Based Marketing. ABM is a fundamentally different approach that requires fundamentally different metrics. Here’s why: Account Based Marketing calls for account-based metrics By definition, Account Based Marketing focuses on key accounts, so it follows that its metrics must do the same. You need to measure ABM with an account-centric lens.