How Snowflake runs ABM

An inside look into world-class ABM

Author

Tyler Pleiss
April 28, 2024

How do you measure success of your ABM strategy?

It’s a common question even the most experienced practitioners still ask.

At a high level, I’ve always boiled it down to the following metrics:

  • Meetings booked

  • Qualified meetings

  • Pipeline generated

  • Closed won deals

  • Revenue won

That’s how I’ve reported to my bosses and cross-functional teams and leaders.

In her most recent book, Hillary Carpio, Head of ABM & Demand Gen at Snowflake, detailed how their world-class team measures success.

Excerpt from Hillary’s new book

Finally, a pyramid for ABM that I can get behind.

I love how she still focuses on the key metrics surrounding meetings, qualified opportunities and won accounts, while incorporating metrics to measure engagement and activity. This is an easy way to measure and visualize success across sales and marketing that anyone can use.

Even better, if you look the left-hand side, she notes questions you can ask at each stage of the pyramid to drive improvement. These would be great to bring up during your recurring meetings with cross-functional team members.

This is only a taste of what’s in her book. There are so many wonderful nuggets throughout whether you’re new to ABM or experienced.

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LinkedIn Post of the Week!

Align ABM with Company Objectives

Love this article from Arun, because it is 100% correct in how you should go about planning your ABM strategy. Take a read!

http://www.linkedin.com/embed/feed/update/urn:li:share:7110367567763898368

How can I help your ABM strategy?

  1. Account selection consultation: need help figuring out which accounts to choose for your ABM strategy? How many to select?

  2. Channel selection and setup consultation: Need help selecting which channels to use for your strategy? Or how to set them up for personalization and targeting?

  3. ABM Platform Management: With experience using platforms such as Terminus (user and employee), 6sense and RollWorks, I can provide your team tips, and best practices to help unlock the platform’s full potential.

Consultation sessions are 30 minutes long on Friday’s. Please fill out the form below and I will be in touch shortly!