- Coverage: Do you have sufficient data, contacts, and account plans for each target account?
- Awareness: Are the target accounts aware of your company and its solutions?
- Engagement: Are the right people at the account spending time with your company, and is that engagement going up over time?
- Program Impact: Are marketing programs reaching the target account, and are they having a long-term effect?
- Influence: Are the ABM activities improving sales outcomes, such as deal velocity, win rates, average contract values, and retention?