In traditional sales, attribution is relatively straightforward. A prospect clicks an ad, lands on your site, fills out a form, and becomes a lead. That lead came from the ad. You measure conversion rate and cost per lead.
Account-based marketing is fundamentally different from traditional demand generation. The targets are different (accounts not leads), the channels are different (multi-channel orchestration), and the success metrics are different too. Yet many organizations try to track ABM results using dashboards and metrics designed for traditional marketing. This gap between approach and measurement becomes a blind spot.
In traditional sales, attribution is relatively straightforward. A prospect clicks an ad, lands on your site, fills out a form, and becomes a lead. That lead came from the ad. You measure conversion rate and cost per lead.
Account-based marketing is fundamentally different from traditional demand generation. The targets are different (accounts not leads), the channels are different (multi-channel orchestration), and the success metrics are different too. Yet many organizations try to track ABM results using dashboards and metrics designed for traditional marketing. This gap between approach and measurement becomes a blind spot.
“Did ABM actually drive that $500K deal or was it outbound sales?” This is the question that haunts every revenue marketer.
“Did ABM actually drive that $500K deal or was it outbound sales?” This is the question that haunts every revenue marketer.
You can’t manage what you don’t measure. And most ABM programs measure the wrong things.
You can’t manage what you don’t measure. And most ABM programs measure the wrong things.
“Did ABM actually drive that $500K deal or was it outbound sales?” This is the question that haunts every revenue marketer.
You can’t manage what you don’t measure. And most ABM programs measure the wrong things.
“Did ABM actually drive that $500K deal or was it outbound sales?” This is the question that haunts every revenue marketer.
You can’t manage what you don’t measure. And most ABM programs measure the wrong things.