Measuring the Impact of Account-Based Marketing

Account-based marketing (ABM) can be an incredibly effective part of a strategy to drive more revenue from a defined set of target accounts. But to truly achieve success with their ABM program, organizations need to select the right metrics to demonstrate they’re progressing toward their goals.

In this research brief, Forrester shares a process for selecting different classes of metrics to demonstrate the progress of an ABM program. You’ll learn:

  • How to align leaders around key ABM goals and metrics.
  • The four classes of ABM measures to effectively evaluate performance.
  • How to work with Marketing Operations to create relevant dashboards.
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