HomeResearch Articles Measuring the Impact of Account-Based Marketing

Measuring the Impact of Account-Based Marketing

  • Account-based models require marketing that differs from broad-based demand models; thus, the approach to measuring results also must differ
  • Base goals for marketing's contribution on the types of accounts and objectives involved, and define quantitative and qualitative ways to track these goals
  • Incorporate measures to show near-term, mid-term and long-term progress

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