One of the biggest mistakes teams make with ABM is measuring it like traditional demand generation.
They track lead volume, email open rates and MQLs…then wonder why sales doesn’t see the value. But ABM isn’t about volume. It’s about influence. It’s about depth over breadth, precision over reach and impact over activity.
To know whether your ABM strategy is actually working, you need to look at the metrics that reflect real momentum at the account level. That means moving beyond surface engagement and into buying committee influence, deal progression and revenue outcomes. These are the five metrics that matter most—and how to put them to work.
1. Account Engagement Score
Measure buying intent across the full journey
Are your top-tier accounts actually paying attention?
Track engagement by account, not individual lead. This metric rolls up intent signals across all known and anonymous touches within a company to give you a high-level read on interest.
What to track:
- Page views and content downloads across key resources
- Time on site and repeated visits
- Email opens, clicks, and form submissions
- Webinar registrations or event attendance
- Ad impressions, clicks and conversions
Why it matters: Accounts with high engagement scores are warming up. This metric helps prioritize outreach and personalize follow-ups based on what matters most to each buyer.
2. Multi-Stakeholder Reach
Gauge how deep you’re penetrating the buying committee
One engaged contact is rarely enough to close a deal in B2B. You need to engage multiple decision-makers across functions and seniority levels.
What to track:
- Number of unique contacts engaged within an account
- Role diversity (IT, finance, marketing, operations)
- Seniority mix (manager vs. VP vs. C-level)
- Departmental distribution across the funnel
Why it matters: True influence means touching every corner of the buying group. This metric keeps you honest about how far your message is traveling—and where you need to push deeper.
3. Pipeline Velocity & Account Progression
Understand how accounts are moving—not just that they’re active
Not all engagement is created equal. What really matters is forward motion through the funnel. This metric tells you whether your ABM campaigns are actually creating qualified opportunities—and how fast they’re moving.
What to track:
- Stage-to-stage progression across your funnel
- Time in stage by account segment or tier
- % of accounts progressing from awareness to opportunity
- Average time to close for ABM-attributed deals
Why it matters: If your ABM campaigns aren’t advancing deals, they’re just noise. This metric tells you where accounts get stuck and where to optimize.
4. Sales & Marketing Alignment Metrics
Track how well your teams are collaborating around key accounts
ABM lives or dies by alignment. If marketing is engaging accounts that sales doesn’t care about—or if sales isn’t following up on high-value signals—results will fall flat.
What to track:
- % of MQAs accepted and followed up on by sales
- Time from MQA to sales outreach
- Frequency of joint planning or account reviews
- Qualitative sales feedback on campaign relevance
Why it matters: No amount of personalization or precision can compensate for poor internal coordination. This metric gives you a reality check on cross-functional execution.
5. Revenue Attribution & ROI
Prove the business impact of your ABM efforts
You don’t just need to know that ABM is working—you need to prove it in terms that leadership cares about. That’s where revenue attribution comes in.
What to track:
- Total revenue generated from ABM-influenced deals
- Average deal size compared to non-ABM opportunities
- Win rates by account tier
- Customer acquisition cost (CAC) for ABM campaigns
- Campaign-level ROI tied to specific initiatives or channels
Why it matters: When done right, ABM should lower CAC, increase deal size, and improve close rates. These metrics make the case for continued (or increased) investment.
