How to Measure ABM (the right way)

One of the biggest challenges I hear from marketers is:

👉 “How do we measure ABM success?”

It’s easy to get lost in vanity metrics (Leads, MQLs, etc.) that don’t actually show if your strategy is driving pipeline.

The reality is:

ABM has a clear set of KPIs that every program should be measured against.

Here are the 6 core metrics I track in every ABM strategy:

1️⃣ Accounts Reached → % of target accounts that saw at least one ad or email
🎯 Goal: 80%

2️⃣ Accounts Engaged → % of accounts showing meaningful engagement
🎯 Goal: 40%

3️⃣ Meetings Booked → Discovery calls from target accounts
🎯 Goal: 20–25% of target list

4️⃣ Qualified Opportunities → % of meetings that convert to pipeline
🎯 Goal: 75–80%

5️⃣ Pipeline Created → $ value of opportunities in CRM
🎯 Goal: Historical ACV × # of qualified meetings

6️⃣ Revenue Won → $ value of closed-won deals
🎯 Goal: Historical win rate × pipeline created

By anchoring your ABM program to these KPIs, you can:

For more guidance, I’ve included screenshots below from How to build a 1:Few ABM Strategy (pages 21–22) that break down definitions, formulas, and benchmarks in detail.

ABM isn’t about chasing leads.

It’s about moving the right accounts all the way from awareness → engagement → meetings → pipeline → revenue.

This framework keeps you focused on what actually matters.

Do you have an ABM question on any of the following?

Reply directly to this email with your question, and I’ll answer it in next week’s newsletter.