How I measure ABM success

Using these 3 KPIs for 1:Few programs

Author

Tyler Pleiss
November 05, 2023

Last week wasn’t the first time this question has been asked.

In fact, I constantly hear it on calls, webinars, or LinkedIn.

“How do you measure ABM success?”

Today I’m going to show you the 3 KPIs I use for every program. Specifically, for every 1:Few program since those are the type I run most frequently.

1. Meetings booked

Typically shoot for 25% conversion rate from the number of accounts to meetings booked.

2. Qualified meetings

This depends on the segment of accounts whether they're commercial or enterprise, and which industry they're in.

In Clari, I can drill down to see the historical conversion rate of meetings booked to qualified meetings. That conversion rate will determine the number of qualified meetings.

3. Pipeline generated

Using the same method in step 2, in Clari I can see the historical average contract value for these accounts.

I'll take the goal for the number of qualified meetings and multiply it by our historical average contract value to get our pipeline dollar amount goal.

These are the KPIs that both marketing and sales both agree on.

And as we meet throughout the duration of the program, we’ll use our recurring meetings to review these KPIs and how we’re forecasting.

Below is a real example of what this looks like in practice.

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