Critical implications

Why isn't measuring new leads and opportunities enough?

There are four reasons why marketing metrics that only measure the creation of new leads and opportunities are not enough with ABM:1. You can't measure ABM with a funnel. 2. The traditional definition of a lead no longer applies. 3. Quantity and quality are now equally important. 4. Sometimes, the people you wouldn't think matter, matter the most.Measure engagement with the whole accountI recently heard a story about a technology company that was about to ink a major deal with a hospital chain. The sales team had all the necessary c-level conversations and observed every key buying indicator. They’d been assured the agreement was wired, and confidently anticipated an end-of-month close. Imagine, then, their surprise and dismay when the deal fell through at the last minute because the hospital’s nurses revolted. This was the user audience, a group the sales team hadn’t bothered to consult.While any number of possible modifications could have altered the outcome of this particular situation, imagine how differently the deal could have turned out if a marketing initiative – say, for example, custom-created content – had specifically targeted the nurses at this hospital, to evangelise the company’s solution to actual users, at the same time that the sales team conducted their more executive-level conversations.