How to Set Up Your ABM Scorecard

Prerequisites

This feature is available to customers whose subscription includes ABM Scorecard, and Data Studio. For a more detailed feature overview of Scorecard, check out this article. 

Setting Up Your Scorecard

Adding Audience

In order to leverage Scorecard, you must have created at least one Account List or Segment in Data Studio. To start adding audiences to your Scorecard view, simply click the “Add New Audience” button.

For best practices on how to create and manage audiences in Terminus, check out our article, "Introduction to Account Lists" or "Introduction to Segment Builder."

In the first step, you'll be asked to name your Scorecard audience, indicated by the pencil icon next to it. Next, you'll select the type of audience—either an Account List with its associated folder or a Segment—that you'd like to add.

A few things to consider when choosing your audience:

• Account Lists in “private folders” cannot be used in Scorecard; you can only select from “public” and “read-only” folders.
• Given our 10 row limit in Scorecard today, we would advise users to choose the lists they wish to track strategically.
  • Users can change the audiences they are tracking in Scorecard at any time. We would advise you to use Scorecard to report on audiences that are more directly tied to how your organization’s revenue goals are segmented to leverage its true value. For example: Tracking progress on strategic accounts for specific verticals, segments or product lines over a quarter, vs. adding a list for a four-week event campaign or advertising tactic.
  • Get in touch with your Terminus CSM or Onboarding Specialist if you’d like to discuss best practices for list selection further.
• We would recommend tracking prospect accounts (net-new business) and customer accounts (renewals, upsells) in different audiences.
  • Different strategies should be employed when selling to either prospects or existing customers. By having prospects and customers in different lists, users will be able to quickly see how different segments of potential revenue streams are impacted by their corresponding go-to-market efforts.
• Users should revise target account memberships within an account list frequently.
  • As the business executes or as priorities change, it’s important to make sure that target account lists stay relevant. Since Scorecard will only show accounts that were a part of the list during the selected snapshots (see “Additional Report Settings” below), users don’t have to worry about reporting on the wrong accounts during a given period. A single list can be used effectively on Scorecard in perpetuity, if desired.
• Segments refresh nightly only when used in an active campaign; otherwise, updates stop after two weeks.

  • If a segment is included in the ABM Scorecard, it will refresh continually if it is also used in a channel campaign. Otherwise, it will stop refreshing after approximately two weeks. You can manually refresh a segment on the segment index page by clicking the ellipses and selecting "Refresh Segment," but any accounts that became eligible between refresh cycles and are no longer eligible will not be included.

Selecting Opportunity Criteria

Next, you’ll need to define your Opportunity Criteria for that audience. The settings on this part of the page should be directly related to the types of accounts in your list or segmebt, and will be based on the Opportunity settings in your connected CRM. For example:

• I select “Prospect Account” list or segment, located in my public folder in Data Studio
• I set “Minimum Opportunity Amount” to $0, because I know that my Salesforce reports don’t count those as valid opportunities
• I set “Opportunity Type” = “New Business,” because I know that prospect accounts in our Salesforce reports should have those types of opportunities associated to them
• I set “Product Line” = “Core Offering,” because I know that prospect accounts in our Salesforce reports for prospect should have those types of opportunities associated to them
  
  • Note: If "Product Lines" were not configured for you during onboarding, please work with your Customer Success Manager to get this configured 

A few things to consider when choosing your Opportunity criteria:

• Only surface opportunities that are meaningful to measure.
• Make sure to know which “Opportunity Types” and “Product Lines” correspond to the account list segment you are measuring. Users should check their existing CRM reports’ filters and ensure that the metrics surfaced align with what their overall business is measuring.
• We also include an optional “Opportunity Value” filter to prevent dilution of opportunity measurements.
• Track the same account list or segment with different opportunity types and product line configurations, if it makes sense to see that segmentation.
• The totals row will aggregate all the lists being tracked, and will not double-count the same opportunities or accounts, thus making it an accurate measurement of all business outcomes for target accounts.

If you have any questions regarding Opportunity Criteria, please contact support through the Terminus Help Center.

Copying Audiences

Some customers may find it easier to copy audiences in ABM Scorecard that have already been added, and adjust settings as needed. For example:

• Your business has multiple opportunity types and product lines that you always want to include (or exclude) in your list setup criteria for Scorecard.

To copy an audience, select the dropdown menu next to the Audience Name on the Scorecard Overview tab, and select "Copy Scorecard Audience." From there, you'll be brought to the audience configuration screen, where you can adjust your desired settings, and the audience name (as it appears in Scorecard).

NOTE: Using this functionality will not create a new list or segment in Data Studio.

Customizing Engagement Scoring

Customizable engagement allows Terminus users to configure the definition of an “engaged account” within ABM Scorecard. It leverages campaign responses from your connected CRM, Terminus-tracked anonymous website activities (Visitor ID or Engagement Spikes), and Bombora Intent Surges to identify “engaged” accounts, and measures how that engagement is correlated to pipeline and revenue for your company.

To learn more about how to configure this feature, check out this article: Customizable Engagement Tracking for ABM Scorecard

Modifying or Removing an Audience in Scorecard

Customers can modify (or remove) an existing audience by simply navigating to the Scorecard report and clicking the “Configure Scorecard Audience” option located on the leftmost column in the table. On the edit screen users can then modify the settings of an existing audience by clicking through to the additional setup steps, or delete the audience from Scorecard by selecting the dropdown on the far right and selecting "Remove from ABM Scorecard".

Additional Report Settings

Customers can use the Report Settings to adjust the time period they want to view performance metrics for (e.g. Quarter to Date), and to view metrics based on historical audience membership. Customers can also export their Scorecard view via the “Download .CSV” button.

As users add or remove accounts from their lists or as accounts dynamically enter or exit segments, we capture and maintain historical performance data. This allows customers to access reporting snapshots of their accounts over time. For example, if a list had 100 accounts in Q1 and 300 accounts in Q2, a user could set "Of Account Lists From = Q1" to view performance reports for just the 100 Q1 accounts.