As b-to-b organizations expand their investment in account-based marketing (ABM), objective ABM measurement is increasingly important to demonstrate investments are justified and being used appropriately
Advanced ABM measurement builds on SiriusDecisions’ Aligned Measurement Framework by displaying the right ABM information to the right audience, at the right time and in the right way
Using a control group of similar accounts that haven’t received ABM support gives extra credibility to evidence of ABM’s contributions
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