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Demandbase + GTM Partners Analyst Hour - ROI Framework Workshop
This document discusses metrics for measuring the success of account-based marketing (ABM) programs. It provides examples of metrics that can be used at different stages of the ABM process: target account selection and engagement, engaged accounts, working accounts, meeting accounts, opportunity accounts, and won accounts. Specific metrics include account engagement rates, pipeline and revenue generated, time between stages like engaged to working, meetings booked vs held, opportunity acceptance rates, and win rates. The document advocates choosing metrics that match the goals of the specific ABM program.
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- 2. Describing ROI: ANew Framework
- 3. © 2022 GoTo 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?
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- 6. Set up yourABM Program to Measure Success
- 8. © 2022 GoTo 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 GoTo 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 TechVendor - 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 SnowflakeInc. 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 SnowflakeInc. 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