s e s s e c o r M p B III 7 A t e r a h Measuring account journeys P T Once they define their funnel stages, B2B marketers can begin to track and measure account journeys with four key KPIs: Journey Example metric Questions it will answer “ By aligning around opportunities, KPIs Marketing and Sales get on the same Flow Number of accounts that move into a stage How many MQAs did we create this month? page, speak the same language, and Dollar value of accounts that move into a stage How many opportunities did we create over time? echo the same outcomes. ABM really What is the value of sales pipeline generated? means focus.” How much do we invest for each opportunity? Terry Flaherty, Senior Research Balance Number of accounts in each stage How many target accounts are engaged? Director, SiriusDecisions Dollar value of accounts in each stage How many open opportunities are there? Are these trending up or down? Conversion Percentage of accounts that move from one What percentage of Target Accounts become rate stage to another opportunities? What percentage of MQAs become customers? What type of accounts convert the best? Velocity Average number of days between any two How long does it take to move an account from stages MQA to opportunity? Do certain types of accounts move through the funnel faster than others? What is the average time spent in each stage? What is the total funnel time? These leading indicators show progress to revenue. 126