HomeResearch Articles Large-Account Marketing: Measurement Considerations

Large-Account Marketing: Measurement Considerations

  • The focus of account-based marketing (ABM) measurement efforts depends on the ABM deployment model and the program’s maturity level
  • Large-account marketing programs require emphasis on measuring depth, specificity and alignment
  • Blend program-level and account-level metrics to enable reporting on overall program performance to key stakeholders while maintaining focus on the goals of each account
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