🕵🏻♂️ How to measure ABM (w/ report templates)
Reports for new logo, expansion and renewals + integrated ABM dashboard
One of the biggest challenges with ABM is measuring and reporting on it. We partnered with HockeyStack to create an integrated ABM dashboard based on our reports.
In today’s newsletter we share:
Key metrics and reports for new logos, expansion and renewal ABM programs + reports template
How to create an integrated ABM report and dashboard
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
How to measure ABM: ABM dashboard
*We partnered with HockeyStack to create this dashboard based on our Excel reports. Check the dashboard here. I’ll share the reports below when explaining them.
Let’s start with the core principles of how to build an ABM dashboard.
1. Revenue dashboard.
At the top of this dashboard we demonstrate annual revenue targets for each of the ABM programs we run: net new, renewal, and expansion.
*In the next newsletter I’ll share how to set up goals and budget ABM.
This helps to quickly share the results with key stakeholders and control revenue coming from different programs.
In Excel, we have a more complex report.
2. Program metrics.
The worst thing you can do is measure different ABM campaigns the same way. Depending on the campaign goal, you'll have different goals and outcomes.
Here is how to measure 4 different ABM campaigns.
1. 𝐍𝐞𝐭 𝐧𝐞𝐰 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 program.
Goal: new opportunities and revenue.
Metrics:
# of engaged accounts (replied, no immediate need, but are interested in learning more)
# of discovery calls booked
# of sales opportunities
ACV (average contract value)
Sales cycle length
Won deals
New revenue
Budget
ROI
2. 𝐃𝐞𝐚𝐥 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐨𝐧 program.
Goal: Winning existing opportunities.
Example metrics (depending on your playbook):
# of interviews with Champion
# of workshops booked
# of debriefing sessions
Won deals
ACV
Activation cycle (from interview to invoice. You can compare it later with the sales cycle length).
Revenue
3. 𝐄𝐱𝐩𝐚𝐧𝐬𝐢𝐨𝐧.
𝐆𝐨𝐚𝐥: Upsell/cross-sell to existing clients.
Example Metrics:
# of case studies created
# of workshops arranged
# of new licenses sold
LTV growth
ACV growth
Total expanded revenue
4. 𝐂𝐨𝐧𝐭𝐫𝐚𝐜𝐭 𝐫𝐞𝐧𝐞𝐰𝐚𝐥 / 𝐜𝐡𝐮𝐫𝐧 𝐩𝐫𝐞𝐯𝐞𝐧𝐭𝐢𝐨𝐧.
Goal: renew contracts with key accounts.
Example Metrics:
# of presentations booked
# of resigned contracts
Renewed revenue
Make a copy of our reports below.
3. ENGAGED ACCOUNTS.
Set up a process to capture engaged accounts without a deal - they fuel your ABM program and make it dynamic.
We use Dealfront to holistically track account engagement and identify newly engaged accounts.
You can capture them by looking at:
Increased website visits from target accounts
Pricing/demo visits by target accounts
Total time spent and repetitive visits by target accounts
Sign-ups to webinars/field events by target + repetitive visits
Newsletter sign-ups by target accounts
We call them engaged accounts that should be transferred to the new revenue programs, including:
Account qualification
Account research
Accounts in warm-up play
These are 3 crucial reports you need to run an ABM program.
Drive pipeline THIS quarter with a 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.
How to measure ABM and demand gen across the full funnel
Below I share an episode where we dive deeper into ABM reports.
Butyful
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