Partnership with 42agency

The uncomfortable truth:

Almost no one in B2B marketing has ever been taught how to measure ABM.

Not by their bosses.

Not by their mentors.

Not by the six-figure ABM platforms that claim to be the source of truth.

Most teams are stuck stitching together vanity metrics, activity charts, and “influence” dashboards that don’t actually tell GTM leadership anything meaningful.

And when the metrics don’t tell a clear story?

You get questions like:

“So… what did ABM actually do this quarter?”
“Did this generate opportunities or just engagement?”
“What are we forecasting next quarter?”

If any of those feel familiar, it’s not because you’re doing something wrong.

It’s because ABM hasn’t had a measurement standard — until now.

Why ABM forecasting is broken

Here’s what happens at most companies:

ABM goals are set based on gut feeling, not data
Marketers are forced to justify ABM with vanity or only engagement metrics
ABM is judged on “campaign performance,” not pipeline or revenue creation
Teams scramble every quarter to explain results that were never measurable in the first place

None of this is your fault. The industry never gave marketers a playbook.

So I built one.

The ABM Forecasting Sheet

This Google Sheet fixes the biggest gap in ABM:

Clear, simple, defensible forecasting tied directly to revenue.

No fluff. No vanity dashboards. No guesswork.

Here’s how it works:

1. You define your GTM goal

Examples:

Win-back clients
Market expansion
Vertical focus
Enterprise expansion
Deal acceleration

This becomes your North Star — your entire ABM strategy flows from this.

2. The sheet calculates realistic conversion rates

Instead of guessing, you get real KPIs that GTM leaders actually care about:

Meetings booked
Qualified opportunities
Pipeline created
Revenue forecast

It forces you to use the metrics that matter, not vanity metrics or the ones your ABM tool wants you to talk about.

3. It turns ABM into a predictable pipeline and revenue

You now have:

A measurable model
A consistent set of KPIs
A defensible forecast for leadership
Realistic expectations for sales
A strategy aligned with your GTM goals
A repeatable method quarter after quarter

This is the thing marketers have needed, but nobody has taught it.

Until now.

Why this matters to your career

When you can forecast ABM the way Finance forecasts bookings, you become the marketer leadership trusts.

When you can explain your targets and your expected outcomes, you stop fighting uphill battles.

And when you can answer, confidently:

❝

“Here’s exactly how our ABM strategy will generate pipeline and revenue this quarter.”

You turn ABM from an activity function into a strategic one.

That’s when things change for you, your team, and your org.

Want me to walk you through the forecasting model?

If you want help customizing this forecasting sheet to your strategy or you want to run through building year’s ABM plan together, I’m opening up 5 slots only for 1:1 sessions before the holidays start.

👉 Book time with me here

You’ll walk away with:

A fully built ABM forecast
A strategy aligned to GTM goals
KPIs that leadership actually understands
A clean plan you can defend in any meeting

This is the clarity marketers have been missing. Let’s fix that for you.

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