Outcome-based metrics (cont’d) trics art 12 P ABSD me Bridge Group’s ABSD Waterfall Marketing Qualified Accounts (MQAs) The Bridge Group “Outbound Index” While traditional demand gen looks suggests tracking Reach, Pass at Marketing Qualified Leads (MQLs), and Pipeline: an Account Based model looks at Marketing Qualified Accounts: • Reach the percent of accounts that engage in a conversation An MQA is a target account (or discrete Reflecting quality of data and dials buying center) that has reached a • Pass: the percent of reached sufficient level of engagement to accounts passed to Sales indicate possible sales readiness. Reflecting quality of contacts • Pipeline: the percent of passed The idea of a handover from Marketing accounts converting to opportunities to Sales is more relevant to an inbound Often correlated to the number model. But we thought you might of contacts per account touched wonder why you’re not seeing MQLs in this Metrics section! Current benchmarks (though once again, ABSD metrics should be higher): REACH RATE now sits at nearly 39.6% PASS RATE now sits at 11.4%. PIPELINE RATE now sits at 73.5% passing to Sales. 125