Week 7 of 7 of the Back to Marketing School Webinar Series. 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.
- Key metrics and best practices for measuring account-based initiatives
- 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: TOPO