Today, Marketers are able to measure almost everything. But measuring the success of  ABM programs can be a challenge as ABM is more than revenue, it drives relationships and reputation. We all know, falling back into pure revenue driving measures is a slippery slope, ending in lead generation.   

This presentation is about the potential of defining the right measures to drive behavior in Marketing teams, to improve alignment with sales and business leaders and to improve long term customer relationships. 

Session Focus:  

• Metrics & Measurement: Tracking success, ROI, and KPIs in ABM. 
• Sales-Marketing Alignment: Best practices for collaboration between sales and marketing teams. 

Audience Level:  

• Beginner: For attendees new to ABM, focusing on fundamentals. 
• Intermediate: For those with some experience, diving deeper into techniques and tools. 

Emerging Trends:

• Future of ABM: Predictions and trends shaping the next phase of ABM. 
• Data-Driven ABM: Using advanced analytics and insights to optimize campaigns. 

Organizational Challenges:

• Scaling ABM: How to expand ABM initiatives across teams or regions. 
• Overcoming ABM Obstacles: Addressing common pain points like data quality or team alignment. 

Organizational Change and Leadership Buy-In:

• Securing Executive Support: Strategies for gaining leadership commitment to ABM initiatives. 
• Driving Cultural Change: Shifting organizational mindset to embrace ABM across teams. 
• Cross-Department Collaboration: Breaking down silos between marketing, sales, and other functions. 
• Building Long-Term Buy-In: Sustaining leadership support through measurable outcomes and storytelling.