Account-Based Measurement

Key metrics and best practices for measuring account-based initiatives


Week 7 of 7. Check out the rest of the courses here.

 

“What gets measured, gets managed.” — Peter Drucker, one of the founders of modern business management

Measuring the right things is critical. A traditional lead-based funnel doesn’t work for account-based organizations, but what do you replace it with?

In this class, TOPO senior marketing practice analyst Eric Wittlake will share a proven model for measuring, and therefore managing, account-based initiatives.

You’ll learn:

  • The best practices for account-based measurement
  • The five key metrics for measuring, benchmarking, and forecasting your results
  • How to use a double funnel to measure traction against your target account list and your demand-gen initiatives

 

Guest Lecturer: