Redefine the ROI of your ABM Strategy with the GTM Partners ROI Framework.

1. Account Based
Marketing and ROI

2. Describing ROI: A New Framework

3. © 2022 Go To Market Partners, LLC. All rights reserved.
TYPE DESCRIPTION MEASUREMENT
Attributable
You can clearly show the link between
variable investment and the revenue that
results. More invested will result in more
revenue.
Direct Revenue (Pipeline, NRR, ARR), or
tangible outcomes / deliverables
Transformational
Your solution will help companies
transform, but it is wholly dependent on the
organization doing the work to change to
observe the value.
Access to a new market, or an ability to
operate / sell in a new way.
Improved employee satisfaction or
reduction in headcount.
Efficiency
You can clearly show the link between the
implementation and a reduction in costs or
increased productivity.
Lower costs, fewer people, work faster
The more pain you remove the stronger
your case.
Necessity
Your solution is a table stakes type of
technology that companies need to run
their business.
Ease of use, price to value, service,
support & functionality.
Indirect
You can prove that your solution provides
improvement to one aspect of the
business, but you cannot explicitly tie
improvement to your solution.
A mixture of influenced pipeline,
revenue, and conversion funnel metrics.
Source: GTM Partners’ ROI Framework. All rights reserved. gtmpartners.com
The 5 types of ROI
What is
the ROI
story for
your
solution?

5. Account-based
Advertising
Account-based
Advertising
Account-based
Advertising

6. Set up your ABM Program to
Measure Success

8. © 2022 Go To Market Partners, LLC. All rights reserved.
The Three V’s of ABM - Structure Planning
Approach Volume Value Velocity Goal of the Program Getting Started Program Metrics
1:1 Low $$$ Slow
Cherry pick high value targets that may take months
to secure. Surround them with the resources they
need to see you as the optimal partner.
You will need to measure incremental
engagement metrics, Revenue will be
“lumpy” and not a reliable indicator of
progress.
1:few Med $$ Mod
Have a larger set of mid to high level targets.
Leverage scale when possible, but still have
resources to personalize significantly if the signal
exists to validate the additional investment.
Engagement, Revenue & Velocity will
should be a focus. Taking targets
from cold to purchased will be
different than warm to purchased.
1:many High $ Fast
Have 2000+ targets in mind, with a goal of closing
several deals quickly. Consider it an enhanced
inbound execution with layers of
unsophisticated/highly scripted out bound.
Revenue and velocity, with a focus on
segmentation for diagnosing
potential improvements.
You will need to confirm your goals as you structure your team - correctly resourcing is
paramount to your success:

9. © 2022 Go To Market Partners, LLC. All rights reserved.
1 : 1 1 : Few 1 : Many
Marketing ABM Coordinator(s)
● Account planning with sales rep
● Campaign creation & content
development
● Account engagement & signal forensics
● Events / Direct mail execution
● Support 7-10 Reps
ABM Manager(s)
● Campaign creation & execution
● Ads, Directmail, Events, Content Hubs)
● Persona based
● Industry based
● Buyer Stage-based
Director of ABM
● Manage Account scoring, tiers,
assignment (Fit, Engagement, Intent)
● Manage channel execution (Ads, Email,
Directmail, Events, Content Hubs)
● ABM Technology Infrastructure
● Program Reporting
Sales Strategic Sellers
● Reps working named accounts deeply - 5
- 10 Accounts
Sales Team Lead
● Coaching reps in the trenches day to day
on sales process and strategy
● Supports the AE in navigating custom
contract needs internally
Sales Account Execs
● Working 30-60 accounts
Sales Team Lead
● Coaching reps in the trenches day to day on
sales process and strategy
Sales Enablement
● Training, systems, process, tracking (required
for large sales teams)
Sales Development Rep
● 1 SDR supporting 3-5 AE’s
● Working hundreds of accounts
● Outbound cadence
● Book meeting for AE’s
Sales Enablement
● Training, systems, process, tracking
(required for large sales teams)
Inbound Sales
● Chat & Inbound account leads
● Close or book for AE
Technology Goal: Secure contact data, surround the
contact with targeted messaging and unique
campaigns
Account & Contact Data
ABM Ads
Content Experience Platform
Goal: Secure contact data, optimize resources,
scale custom content to provide light
personalization
Intent Data
Account & Contact Data
ABM Ads
Content Experience Platform
Goal: High volume, scalable marketing, reduce
time and effort of employees, stand out with
creative campaigns
ABM Platform: Intent Data + ABM Ads
Account Intelligence & Sales Insights
Sales Engagement Solution
Program & Segment Reporting
Website Chat
Content Experience Platform
- Typically 1 : 1 = dozens, 1 : Few = hundreds, 1 : Many = thousands
- - Utilizing signal data on top of good fit account scores will allow teams to be effective with fewer accounts

10. Leading Sales Tech Vendor - Real H1‘23 Results
Metric (per Account)
ABM Segments
(per Account)
Control Segments
(per Account)
Difference
Engaged Accounts 99% 85% +14%
Engagement Minutes 2,106 832 +153%
Marketing Engagement Minutes 1,130 539 +110%
Sales Engagement Minutes 450 80 +463%
Engaged People 32
8% are Director+
15
5% are Director+
+113%
Pipeline Generated $262,847 $95,460 +$167,387
Closed Won Revenue $89,635 $20,697 +$68,938
MQA to Early Stage Opp velocity 65 Days 140 Days -75 Days
Early Stage Opp to Late Stage
Opp velocity
130 Days 100 Days +30 Days

11. © 2023 Snowflake Inc. All Rights Reserved
Inspection Metrics
Target Accounts
- Account Propensity: Likelihood of account opening an opportunity based on fit
- Intent: 1st and 3rd party buying signals that indicate buying cycle timing
Marketing Engagement Rate - Engaged People: Number of people in account who have engaged marketing campaigns
- Web Traffic: Number of page visits to custom microsite - We consider 20+ page visits as
engaged
- Marketing Engagement Score: Numeric summary of all engagements to indicate interest
- Content Consumption: Number of assets consumed on ABM pages / number of visits
- Time from “engaged” 3 to “Working”: How quickly SDRs are activating engaged accounts
Engaged Accounts
SDR Working Rate - Phone Connect Rate: Number of answered calls / number of total calls
- Email Response Rate: Number of answered emails / number of total emails
- Contacts Worked: Number of people reached out to
- Contact Response Rate: Number of people who have responded / total worked
Working Accounts
SDR Qualified Rate
- Meetings per Account: Total meetings booked in each account, averaged across all accounts
- Meeting Hold Rate: Number of meetings completed / number of meetings booked
- Touches: Number of touchpoints from SDR per account
Meeting Accounts
Opportunity Acceptance Rate
- Average ACV: Forecasted revenue from total contract over lifetime of that contract
- Number of Meetings per Opportunity: Number of meetings / number of opportunities created
Opportunity Accounts
Win Rate - Average Sales Cycle Length: Number of days from opportunity opened to closed
- Average ACV: Actual revenue from total contract over lifetime of that contract
- Win Rate: Number of accounts closed/won / number of accounts with opened opportunities
Won Accounts
INSPECTION METRICS
How effective are
our engagement
tactics?
How aligned are we
with
SDRs/Sales/ABM?
How compelling are
our CTAs?
How effective are
our discovery calls?
How successful are
our AEs?
📏 CHOOSE KPIs THAT MATCH YOUR “WHY”

12. © 2023 Snowflake Inc. All Rights Reserved
People Retargeting
100+/AE
Quarterly
EOQ PUSH
Convert contacts sequenced by
SDRs who did not respond
RETARGET
Already Nominated
ABM + SDR
1:Many
30-60/DM
Bi-Quarterly
QUICK WINS
Programmatic outreach by topic to
high-intent accounts
DM/INTENT
Nominated
ABM + SDR + AE
1:Few
15-50/DM
As-Needed
ADOPTION
Highly specific play focused on
competitive takeout or upsell
TECHNOGRAPHIC
Targeted
ABM + SDR + FM + PM +
AE + DG
Digital 1:1
3-5/AE
Quarterly
AE TOP 5
Focus on AE Top Accounts for
long-term strategic plays
AE
Nominated
ABM + FM + SDR + AE
1:1
Strategic
0-5/DM
Yearly
MUST-WIN
Concentrated cross-functional
marketing rotating LOBs and SUBs
RVP Nominated
ABM + FM + SDR + AE +
PARTNER
ONE-TEAM GTM AT SCALE
WHEN WHO
WHY
TRIGGER