How Do I Measure ABM Success?
Use an account-first KPI ladder: coverage → engagement/intent → MQAs → meetings → pipeline → revenue. Track by tier, compare to a control group, and build HubSpot ABM dashboards to prove incremental lift.
Define a tiered ABM scorecard with leading (coverage, engagement, intent) and lagging (meetings, opportunities, revenue) KPIs at the account level. Create an MQA definition (fit + intent + engagement), instrument HubSpot Target Accounts, and report results by Tier (1:1 / 1:few / 1:many) and versus a holdout control. Key metrics: contact role coverage, multi-thread depth, MQA rate, meeting rate, opp creation, pipeline per account, velocity, win rate, and ACV uplift, plus efficiency ($ per engaged account, $ per meeting, pipeline ROI).
The ABM KPI Ladder
Build an ABM Measurement System in HubSpot
Enable Target Accounts, standardize Buying Roles, and associate contacts-to-accounts. Create properties for Account Score, MQA (Yes/No + timestamp), and Tier. Define MQA logic: e.g., ICP fit + (intent surge OR ≥2 high-intent page views) within 14 days. Use Workflows to set MQA, notify owners, and stamp dates for velocity reporting.
Stand up dashboards: Coverage (roles/contact count), Engagement (key behaviors), MQA→Meeting funnel, Pipeline & Stage Conversion, Velocity, and Win & ACV. Segment by tier, industry, region, and campaign. Add a control group of lookalike accounts with no ABM plays to isolate incremental impact. Report pre/post baselines and weekly trendlines to catch signal early.
For attribution, pair account-level influence (coverage & engagement) with opportunity creation & revenue. Use meetings and stage progression as truth data, not only form fills. Document data hygiene (dedupe, role assignment, domain matching) so your reports reflect buying groups, not individual leads.
30-Day ABM Metrics Sprint (HubSpot)
- Days 1–5: Define tiers, MQA rules, and target KPIs; capture a 90-day baseline; pick a lookalike control cohort.
- Days 6–10: Enable Target Accounts & Buying Roles; add Account Score, Tier, and MQA fields; map contact-account associations.
- Days 11–20: Build workflows to set MQA/owner alerts; create dashboards for Coverage, Engagement, MQA→Meeting, Pipeline, Velocity.
- Days 21–30: Launch tiered plays; QA data; publish the first ABM scorecard (by tier & vs. control); set weekly review cadence.
Frequently Asked Questions
Prove ABM Impact with a Clear Scorecard
We’ll define your MQA, wire HubSpot ABM, build dashboards, and set up control groups—so your team sees measurable lift in meetings, pipeline, and revenue.
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