What are KPIs for ABM?

Account-Based Marketing requires specific performance metrics that go beyond traditional B2B measurements. Here are the critical KPIs that determine ABM effectiveness.

1. Account Quality Score (AQS)

Account Quality Score = 
(W1 × Intent Signals + W2 × Engagement Level + W3 × Deal Potential) / Total Weight

Where:
- Intent Signals = Number of relevant research/buying activities (0-10)
- Engagement Level = Depth of account interactions (0-10)
- Deal Potential = Revenue opportunity score (0-10)
- W1, W2, W3 = Weights based on your priorities (typically 0.3, 0.4, 0.3)

2. Account Engagement Velocity (AEV)

Account Engagement Velocity = 
[(Current Period Engagement Score - Previous Period Score) / Previous Period Score] × 100

Engagement Score = Σ(Activity Value × Stakeholder Level Weight)

3. Multi-Stakeholder Coverage Ratio (MCR)

MCR = (Number of Engaged Decision-Makers / Required Decision-Makers for Purchase) × 100

Target MCR > 75% for enterprise deals

Strategic Implementation Risks

Organizations measuring ABM with traditional B2B metrics often face:

• Misaligned resource allocation due to incomplete account insights
• Extended sales cycles from insufficient stakeholder engagement
• Reduced conversion rates from inadequate account qualification

Organizations measuring ABM with traditional B2B metrics often face misaligned resource allocation, extended sales cycles, and reduced conversion rates from inadequate account qualification.

For a practical framework on measuring ABM performance across industries, explore our detailed guide on How to Measure ABM Program Success: Essential KPIs and Frameworks.