Account-based Key Performance Indicators

  1. Account Penetration by Journey Stage: Identifies current state and measures journey progression by stage by month, quarter, year & MoM, QoQ, YoY
  2. Target to Awareness
  3. Awareness to Consideration 
  4. Consideration to Purchase 
  5. Purchase to Decision 
  6. Journey Stage Velocity: Ideally, we would have had a baseline before implementing the ABM Strategy. Then, we would compare the time it takes from entry in the campaign to the they transition to the next stage. We should find that ABM accounts are transacting through the journey faster by month, quarter, year & MoM, QoQ, YoY
  7. Target to Awareness
  8. Awareness to Consideration 
  9. Consideration to Purchase 
  10. Purchase to Decision 
  11. Account Engagement: Measures the level of engagement with target personas at Ideal accounts across various marketing and sales engagement channels, such as email opens, meetings, website visits, and content downloads. 
  12. Using scoring to measure this will be the most effective way to support this metric. Turn on track changes to the score field on the SFDC account objectMarketing Qualified Accounts (MQAs): MQAs represent accounts that meet specific criteria and are deemed most likely to buy. This KPI evaluates the effectiveness of your ABM strategy by tracking the number of accounts with multiple members of the buying unit showing engagement.
  13. While this is not considered a Journey stage, it should be an account stage on the account path. So we can track the day it became MQA and surface it up for sales to accept/qualify.
  14. Sales Qualified Accounts (SQAs): Similar to MQAs, this KPI measures the number of target accounts that have advanced through the sales pipeline and are now considered opportunities vs. non-abm accounts.
  15. If we have built the MQA score properly, the rate at which we convert an MQA account to an account that has an active opportunity shall be the measurement and should be in the high 70-90%, with the only variable being timing.
  16. We should allow the reps to work on an early-stage opportunity without sales leadership measuring the time it has existed in the pipeline; however, we should track that metric to improve the scoring to optimize for timing. 
  17. Account Buying Unit Coverage: Indicates the percentage of target buying team personas reached through marketing and sales efforts compared to the total db size and can be used to identify gaps in data to support the strategy. 
  18. Identifying and acquiring the TAM for your Ideal account and buyer personas.
  19. Number of meetings set: This KPI tracks the number of sales meetings scheduled with identified target accounts. It indicates how effectively your marketing and sales teams work together to engage target accounts.
  20. Pipeline Value: The total potential revenue that could be generated from target accounts in the sales pipeline. This KPI helps evaluate the impact of your ABM efforts on business growth.
  21. Pipeline Growth vs. Non-ABM Accounts: This helps us understand pipeline growth vs. non-target accounts still receiving standard strategies from other teams.
  22. Pipeline velocity: As the number of MQAs increases, if we have built our MOFU, BOFU, and enablement content properly, the velocity at which the deal converts to revenue should increase.
  23. To track and measure this, we must track the pipeline stage changes, which is a part of my SOPS request.
  24. Average Deal Size: The average annual contract value for closed deals - This KPI can help you assess whether your ABM strategy drives higher revenue from target accounts than non-ABM accounts incrementally.
  25. Return on ABM Investment (ROABMI): Measures the financial return on ABM efforts by comparing the revenue generated from targeted accounts to the marketing expenses incurred. This KPI demonstrates the cost-effectiveness of your ABM program vs. the ROMI of non-abm accounts.
  26. Account Retention Rate: Measures the percentage of retained customers within your target accounts without canceling or downgrading their contracts during a given period.
  27. Account Expansion: The ability to expand the range of services or solutions within an existing target account. The KPI measures the growth of deal size, cross-sells, and upsells from a strategic account.
  28. Customer Lifetime Value (CLV): This KPI calculates the total revenue generated from an account throughout its relationship with the company. It helps evaluate the long-term return on investment in ABM campaigns.
  29. Win Rate: The percentage of opportunities with target accounts that result in closed deals. This KPI helps assess the sales team's ability to convert qualified accounts into customers effectively.
  30. Touchpoint Effectiveness: This KPI measures the performance of each marketing touchpoint in generating engagement from target accounts. Optimizing touchpoint effectiveness can improve your overall ABM performance.
  31. Attrition of ABM identified Ideal Accounts vs. non-ideal accounts.
  32. Additional KPI's at the tactic level
  33. Cost Per MQL Lead & MQA Account
  34. Anonymous to Known conversion rate (Unique visitors & email address to known)
  35. Traffic-to-MQL Ratio (New Engaged Contact Rate) 
  36. Traffic-to-MQA Ratio
  37. Organic Traffic Increase from on target accounts
  38. Linked in Sponsored Content (Range: .30%-.45% CTR)
  39. Linked in Text Ads (Range .010%-.030% CTR)
  40. Linked in Sponsored InMail Open Rate (Range: 20-45%)
  41. Linked in Sponsored InMail CTR (Range: 1.5-5%)
  42. Paid Media Activation CTR (Average .22%)
  43. Outbound (Average .11% - .15%)
  44. Retargeting (Average .3%)
  45. Paid Search CTR (Average 2.5%)
  46. Mobile Anonymous to Known Conversion
  47. Average Opportunity Value - No baseline
  48. Average Opportunity Days Creation to Close (stage detail will be available)
  49. Marketing Qualified Leads (Qty. & Value)
  50. Marketing Generated Opportunities (Opportunity Stage = Qualification(or active opportunity))
  51. SDR Demo's (Opportunity Stage = Demo)
  52. Sales Accepted Opportunities (MArketing Sourced Opportunity Created)
  53. Lead-to-Customer Conversion Ratio
  54. MQA-to-Customer Conversion Ration
  55. Cross/Upsell Conversion Ratio
  56. Marketing ROI ((Sales Growth – Marketing Investment) / Marketing Investment)
  57. Advertising Impact measured in 
  58. pipeline value
  59. pipeline qty
  60. Number of buying unit members engaged.
  61. The number of apps influenced. 
  62. Number of closed one deals
  63. Value of closed one deals



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