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Back to Marketing School: Account Based Measurement

November 15, 2018

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.

You’ll learn:

  • 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

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