ABM and the Three R’s: Measuring What Matters Most: BrightTALK ABM Summit [Webcast]

This document is available free of charge
  • Author(s) Rob Leavitt
  • Published June 8, 2018
  • 35 Pages
  • Category Engagement & Advocacy, Hot Topics
  • Type Member Research
  • 35 Pages
  • .PDF Format

ITSMA has once again joined forces with BrightTALK for the 2018 ABM Summit webcast series. In this session, ITSMA’s Rob Leavitt headlines the Measurement & Results track with an exploration of how the most effective ABM programs are bringing the three R’s of strategic marketing: Reputation, Relationships, and Revenue down to the account level.

The rise of ABM has inspired an important rethink of how best to measure marketing impact. Rather than focus on activities, outputs, and marketing-qualified leads, ABM-ers are shifting to account-based revenue metrics, such as pipeline contribution, funnel velocity, win rates, and deal size.

But not all revenue is created equal. Driving growth with new types of solutions, marquee accounts, and top priority markets can be especially significant to achieve strategic corporate objectives. To move ABM from revenue contributor to strategic growth driver, ABM-ers need to focus on all three R’s of strategic marketing: Reputation, Relationships, and Revenue. 

Be sure to check out our June 5 webcast under the Sales & Marketing Alignment track led by ITSMA’s ABM practice leader, Bev Burgess, too. This session highlights ITSMA’s industry-leading research on ABM best practice, examples from industry leaders, and the 10 specific focal points for sales and marketing alignment.

This document is available at no charge.
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