Account-Based Marketing For Dummies

Data demonstrating why your team needs account-based marketing should include the following items:
Leads generated year-to-date (YTD): The number of leads that marketing generated over the past year; it can be presented as the number of leads generated monthly or quarterly.
Revenue from leads generated by marketing: If your company had $1 million in new revenue this year, how much of it came from new leads that marketing brought in? If you have a marketing automation system, a report can show the lead source tied to revenue. I show how to use your marketing automation system for attributing activities at the account level in Chapter 9.
Revenue from existing customers: While reviewing your revenue, you can determine how much came from either your current client base or new leads generated by marketing. You’ll compare year-to-date new revenue against your current annual recurring revenue (ARR).

The key metric is revenue

Ask your sales team what’s going on with each of your target accounts. What are the pain points of these specific accounts? Which decision makers are you trying to reach? Which features of your product are most important to buyers