s e s s e c o r M p B III 7 A t e r a h Journey analytics P T Marketers have been tracking how Advantages of account journeys leads move through funnels and Account funnels are better for ABM than Eliminate MQL squabbles waterfalls for over a decade, and this lead funnels. Marketing and Sales frequently contend over has helped turn marketing from art into Account funnels are account-centric, the definition of Marketing Qualified Leads. science. But in ABM you don’t track just like ABM Marketing may qualify contacts that actively leads — you measure account journeys. Traditional lead funnels confuse the transition from consume content, believing such action individual leads to account-based opportunities. displays noteworthy interest. When contact It’s unclear how to measure ‘lead to opportunity’ titles aren’t ready to start a sales process, “C ustomer journey analysis is now conversion, since leads are people but Sales may disagree. opportunities are attached to the account. the most valuable conversion rate Furthermore, if an opportunity is created at an Focusing on entire accounts instead of individual optimization method, coming in account with one lead attached to it, what should leads solves this disconnect. above A/B testing.” happen to the journey for all the other people at the account? Account funnels take their experience Econsultancy into consideration. Account funnels measure full customer journeys Account funnels measure customer acquisition, just like traditional demand generation. But they can also track post-sales journeys, such as Journey analytics, defined customer success and expansion. Journey analytics define the stages of account journeys, track progress toward intended Account funnels align Marketing and Sales outcomes, and measure key metrics including Sales cares about closing accounts, not leads. balance, flow, conversion, and velocity. With account funnels, Marketing does too. 120