Chapter 19

Tracking Metrics for Every Account

IN THIS CHAPTER

Monitoring the progression of your key accounts

Prioritizing target accounts

Providing regular reporting on engagement

You’ve got a lot going on at work. Everyone is busy. The to-do list is endless. Someone always needs something else. And now you must get everyone on board with this idea of account-based marketing, which will revolutionize the way your sales and marketing (“smarketing”) team works together to grow new revenue for your business. It’s going to be worth it.

When your team fully commits to doing account-based marketing, you can watch the progression of an account across all stages of the account’s journey from prospect, to qualification, then opportunity accounts, as well as your customer accounts. Your “smarketing” team can monitor how every account is contributing to the growth of your company. For new accounts, it’s powerful proof that marketing is working when you can see engagement building within an account by connecting with more contacts in who see the value in working with your company and become revenue opportunities.

Potential revenue exists in all stages of the account’s journey. You want to look at accounts currently generating revenue, as well as the accounts who represent opportunities. Metrics matter for every account. They’re different depending on the stage, and the activities required. So how can you be sure, with everything going on in your office, that your “smarketing” team doesn’t ...

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