🕵🏻♂️ ABM KPIs and reports
Right and wrong ways to incentivize sales reps and how to measure ABM holistically
Today we’ll cover:
Right and wrong KPIs for ABM
ABM reports to holistically measure your program
The ABM Pilot Program With 60% Marketing-Sourced Enterprise Pipeline (read the detailed case study here)
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Right and wrong KPIs for ABM
Most companies, when launching ABM, expect new pipeline and sales opportunities, but rarely change KPIs of their team.
Sales stick to outbound daily KPIs: 80 dials & 25 sequences per week.
Marketing: # of MQLs and cost of acquisition.
Here is what happens next.
Sales and marketing continue the old behavior and treat all accounts the same way. The personalization doesn't go beyond programmatic "FIRST NAME", "TITLE" and AI-discovered challenge.
This ABM program fails fast.
To run ABM properly, I adjust KPIs for the ABM team (both for marketing and sales) to incentivize behavior aligned with the current buyer journey stage.
Here is a breakdown for different account lists.
CLUSTER ICP ACCOUNTS
(Not aware of us & product need is unknown).
Goal: Creating awareness.
Leading indicators:
Personalized connection requests
Thoughtful comments
Cluster thought leadership posts produced and published
Non-sales touchpoints to start a conversation
*Get a detailed playbook here: https://fullfunnel.io/abm-on-linkedin-course/
FUTURE PIPELINE ACCOUNTS
(Aware of us & product need is unknown).
Goal: Engaged buying committee + fully researched account.
Leading indicators:
Fully researched accounts
Buying committee members enrolled in the playbooks.
Insights collected from one-on-one conversations
ACTIVE FOCUS ACCOUNTS
(Aware of us and the product need is known).
Goal: Generating discovery calls.
Leading indicators:
Fully personalized solution offerings
Personalized account and buyer-persona content
Signal-based personalized engagement
Booked "bridge activities": strategy sessions, audits, etc.
Tracking this is not as complicated as it might seem. Below I’ll share the reports we use.
Drive pipeline THIS quarter with full-funnel ABM programs.
If any of these challenges sound familiar:
You are aligned in theory with sales but don’t do anything in practice aside from receiving wish lists from sales and sharing with them your marketing plan. In reality, you work in silos and miss the revenue targets and are being pressured by your executives.
You understand that your marketing and sales playbook is broken (mqls, gated content) but despite many attempts you don’t know how to fix it
Your outbound, paid ads and organic pipeline drastically decreased while CAC increased mostly because most of your market is problem unaware and not buying.
You lack brand awareness among target accounts and sales can’t get even a reply.
You clearly see that you're already behind your revenue targets
We can help.
We'll develop a custom full-funnel ABM strategy aligned with your resources, budget and stack and execute it together to drive results THIS quarter.
ABM reports to measure your program holistically
You need to report on revenue from ABM, but it is not always possible for the pilot programs. Here are other reports you can share with leadership:
1. TOTAL REVENUE BY PROGRAMS AND TIERS.
Present annual revenue generated from:
New pipeline
Deal acceleration
Expansion
Renewals
Optionally, break it down by tiers.
2. PIPELINE PROGRESS.
Present the deals in the pipeline generated via ABM including deal status and deal value.
3. PROGRAM PERFORMANCE.
We love to share a simple dashboard with the next metrics:
# of Cluster ICP accounts
# of Future Pipeline accounts
# of Active Focus accounts
We link them to the leading indicators:
# of engagements with the target accounts
# of discovery calls booked
total pipeline generated, $
4. SALES ENGAGEMENT METRICS.
ABM performance heavily depends on how many meaningful touchpoints your sales team will have with the buying committee groups.
We track:
- Personalized connection requests
- Non-sales touchpoints
- Conversations started
- Sign ups for the event
- Discovery calls booked, etc
5. ACCOUNT ENGAGEMENT.
To keep the momentum, you need to track all meaningful engagement with the target accounts:
intent data
replies
conversations started, etc.
and share with the rest of the sales team and leadership.
6. ACCOUNT DEVELOPMENT PROGRESS.
Every ABM program has a series of touchpoints. We present the progress with each of the prioritized accounts.
Depending on your ABM program setup, you can add more specific reports (e.g. 1:few webinar sign-ups and engagement), but the key point remains the same:
Show the impact on revenue and pipeline, and show your progress.
GET ACCESS TO A NEW FULL-FUNNEL ABM 2.0 COURSE
What's included with the course access:
12 modules covering step-by-step ABM strategy development: goal decomposition, ICP, account list building, ABM team, warm-up and activation playbooks, reporting, scaling ABM and building a cohesive ABM & demand gen function.
Short explanation videos and "how to" examples. We believe it's better one time to see a practical example then listen to the theory hundreds of times.
5 orchestrated and ready-to-use ABM playbooks and a detailed explanation
Report dashboard for 4 types of ABM programs: new revenue, pipeline acceleration, expansion and churn prevention
Live case studies and examples of the campaigns we implemented with the clients of Fullfunnel.io in the past few years
17 templates to simplify your ABM strategy launch: ICP, revenue analysis, intent data tracking, account warm-up cadence, customer research, account scoring and prioritization, ABM budget planning and forecasting, account planning, reports, personalized offers, and many more.
Planning & Presenting a Pilot ABM Program to Execs and Sales Framework
Minimal viable stack recommendation and guidelines on how to use it to avoid ramping up budget and being pressured to show ROI for the purchased $50k software
Listen to Full-Funnel Live - Demand generation for long sales cycles.
*If you want to attend the next live episode, sign up here to receive an invite. Usually, we host them every Wednesday at 4 pm CET (Central Europe) - 11 am ET (Eastern Time).
In this episode of Fullfunnel Live, we talk about demand generation for long sales cycles.
Tune in to learn:
How long does it take to generate an enterprise sales opportunity
3 levels of demand
Demand generation from the B2B buyer's perspective and how to influence it
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