ABM Scorecard: Feature Guide

Prerequisites

This feature is available to customers whose subscription includes ABM Scorecard, and Data Studio.

In this feature guide we'll cover:

• What is ABM Scorecard?
• Who Should Use Scorecard?
• Feature Overview
  • Scorecard Overview
  • Trending Scorecard
• What Questions Does Scorecard Answer?
• Frequently Asked Questions

Additionally, you can check out these related articles:

• How to Set Up Your ABM Scorecard
• Customizable Engagement Tracking for ABM Scorecard
• ABM Scorecard: Trending
• Introduction to Account Lists

What is ABM Scorecard?

ABM Scorecard is a reporting option within the Terminus Measurement Studio that provides a way to measure revenue impact across different organizational programs, business units, or key market segments. 

More specifically, Scorecard delivers account and opportunity-level reporting on your saved Data Studio Lists across the entire account lifecycle - from marketing engagement, all the way through to closed-won revenue - for a specified reporting timeframe. It also provides a Trending view to help users better understand how account engagement drives quality growth across their market segments over time.

Who Should Use Scorecard?

Scorecard is designed to give an executive-level view of all of your account-based marketing programs, segmented by market segment, product offering, or however you categorize your marketing programs internally. It is designed to give CMOs, VPs and Directors a one-click view of the impact of every marketing program on pipeline and revenue.

Here’s an example of how this might look at your organization:

Marketing practitioners are planning or already executing target account strategies. They need to be able to quantify if they are driving the influence/marketing engagement required to support sales and close business. Their workflow in Terminus would be:

• Target the accounts by creating account list(s) or dynamic segment within Data Studio(e.g. segmented by prospect accounts and renewal accounts)
• Track the account list(s) or segment within Scorecard and define their respective data filters to align reporting
• Measure the tactical metrics over time to quickly identify and course correct go-to-market strategy where needed
• Communicate and evangelize strategic metrics to drive future planning
  

Non-marketing practitioners (e.g. executives, sales) want to know how successfully marketing is executing and impacting the business. They are measured on traditional go-to-market metrics that affect the bottom-line (pipeline, revenues, and win-rates), and best understand “impact” when it is framed in that perspective. They would derive value by:

• Measuring the opportunity-based metrics on Scorecard to understand the efficiencies realized by focusing solely on target accounts, compared to the rest of the (non-ABM) business

Feature Details

Scorecard Overview

Scorecard offers two views of your high-level program results: Account View and Opportunity View for either a static account list or dynamic segment. Report Settings can be used to determine the view, and which the account lists should be considered in the reporting.

Account-Level Reporting

The Account View tab shows the progression of your target accounts. You’ll see how many accounts are engaged, how many had at least one opportunity created, and what the average contract value was for accounts in that target segment. Metrics in “Account View” include:

Tactical metrics - “What happened in the business?”

• Target Accounts: Total accounts in the associated account list during the selected reporting timeframe.
• Engaged Accounts: Total accounts in the associated that were considered to be "engaged" within the selected reporting timeframe. In ABM Scorecard, account engagement is defined by the engagement score you configure during setup.
• Opportunity Accounts: Total accounts in the associated List that had a new opportunity, of the specified type(s), created within the selected timeframe.
• Won Accounts: Total accounts in a list that had a closed-won deal within the selected timeframe.
• Pipeline Created: Total value of new opportunities created for accounts in a list within the selected timeframe.
• Revenue Won: Total value of closed-won deals for accounts in a list within the selected timeframe.

Strategic metrics - “Where should I invest my time to execute better?”

• Engaged %: Percentage of list accounts that were considered to be engaged in the reporting timeframe.
• Opportunity %: Percentage of list accounts that had at least one opportunity created in the reporting timeframe.
• Won % - Percentage of list accounts that had at least one opportunity go to Closed-Won in the reporting timeframe.
• Revenue per Account: Ratio of [Revenue] per [Won Accounts].
• Deal Velocity: Average days between created date and closed date for [Closed Won Deals].

Opportunity-Level Reporting

In the Opportunity View, you can see metrics that are more specific to revenue in your different segments, like total opportunities created, number of closed won deals, win-rate, and average deal size. Metrics in the Opportunity View include:

Tactical metrics -

• Target Accounts: Total accounts in the associated account list during the selected reporting timeframe.
• Opportunities Created: Total new opportunities created within the selected timeframe.
• Pipeline: The total value of new opportunities created within the selected timeframe.
• Opportunities Closed: Total opportunities closed won or lost within the selected timeframe.
• Closed Won Deals: Total closed-won deals within the selected timeframe.
• Revenue: The total value of closed-won deals within the selected timeframe.

Strategic metrics -

• Opportunities per Account: Ratio of [new opportunities created] within the selected timeframe.
• Win-Rate (%): Ratio of [Closed Won Deals] per [Opportunities Closed] within the selected timeframe.
• Average Deal Size: Ratio of [Revenue] per [Closed Won Deals] within the selected timeframe.
• Deal Velocity: Average days between created date and closed date for [Closed Won Deals].

 

Global Filters

Global filters are a powerful feature within the Terminus platform that allows users to segment and prioritize data across the platform. Global filters can now be applied in ABM Scorecard to better understand the impact of your marketing and sales activities across key business segments.

• Account List: This data is based on lists you create and manage directly in Data Studio
• Account: This data is based on fields from your CRM account object
• Campaign: This data is based on fields from your CRM or marketing automation campaign object
• People: This data is based on fields from your CRM lead and contact object
• Opportunity: This data is based on fields from your CRM opportunity object
• Terminus Account: This data is our firmographic and digital engagement data populated by Terminus
• Segments: This data is based on segments you create and manage directly in Data Studio.

 

Trending Scorecard

The Trending view in ABM Scorecard turns the key performance metrics of Scorecard Overview into actionable visuals, so users can easily assess program performance over time.

To learn more about Trending Scorecard, check out this article.

What Questions Does Scorecard Answer?

Scorecard provides an end-to-end framework for understanding and refining go-to-market execution. It helps teams answer strategic questions, such as:

Current analysis:

• Are we on track across our different regions/verticals? (Pipeline, Deal Velocity)
• Are we on track across new logo acquisition, and expansion/retention? (Opportunities Created)  
• Are my ABM programs on track for pipeline and revenue goals for the quarter/year? (Deals Won)    
• Where do I need to focus more effort on progressing parts of a market segment? (i.e. account list)

Historical analysis:

• What did we prioritize? (Total targets)
• Was there actionable engagement with our brand? (Engaged accounts)
• Did we follow through on the engagement and initiate the sales cycle? (Opportunity accounts)
• Were we able to win their business? (Won accounts)
• How efficient is our process? (Revenue per won account, deal velocity)
• Am I getting more target accounts engaged over time? (Trending)
• Am I driving more pipeline and revenue from target accounts? (Trending)
• Were my ABM deals shorter, or larger, than a control group? (Trending)
  

FAQs

How many rows of data can I track on Scorecard?

• The Scorecard report has a 10 row limit for both segments and account lists. We will consider expanding this limit in the future.

Can I use global filters on Scorecard?

• Yes! You can utilize global filters on the Scorecard in the same way you can in Data Studio. Any of your configured filters will be able to be segmented on here.

Can I customize the definition of an "engaged" account?

• Yes! You can configure your engagement score for ABM Scorecard during setup.
  

Can I see which accounts were considered to be "Engaged" on Scorecard Overview?

• In order to see a breakdown of specific accounts that were considered to be "Engaged," you must have ABM Scorecard with Trends as part of your Terminus subscription, and have already configured engagement scoring in Terminus Data Studio.

Can I track the same account list or segment on multiple rows on Scorecard?

• Yes, this is especially useful when a customer wants to segment their reports on different product lines.
  
  

Why don’t the “totals cards” add up to my Scorecard table?

• We aggregate the underlying data (accounts & opportunities) to represent the grand totals of what’s being tracked, where we de-duplicate and only count records once.

How is Deal Velocity calculated?

• The total days between the opportunity “Created Date” and “Close Date” for closed won opportunities [divided by] the number of closed won opportunities

What do the “Of Account Lists from” dates do?

• We show the snapshot of target accounts that were in lists during the dates selected, and not removed from the list.  
• E.g. If today is November 2, 2018, “Last Full Month” will only show accounts that were in my account lists during the full month of October 2018, and none of the accounts added or removed from my list during November 2018.

What’s the difference between the “Report Settings” options?

• “[Performance during]” will change the performance data shown in the Scorecard. This will allow you to customize the time period measured in Scorecard.
  • Engaged Accounts = Accounts that were considered to be engaged in “Q4 2018”
  • Opportunity Accounts = Accounts that had at least one opportunity created in “Q4 2018”
  • Won Accounts = Accounts that had at least one closed won opportunity with a close date during “Q4 2018”
  • Pipeline Created = Total value of opportunities created in “Q4 2018”
  • Revenue Won = Total value of closed won opportunities win a close date during “Q4 2018”
  • Deal Velocity = Average days from opportunity created to closed won, for closed won opportunities with a close date during “Q4 2018”
• E.g. Performance during = “Q4 2018”
• “[Of Account Lists from]” will change the snapshot of account list members included in the Scorecard.  This will allow you to look at historical versions of your account lists, even as they change over time.
  • Engaged Accounts = Accounts that had at least one engaged account in “Q4 2018”,  from accounts in my account lists during Q1 2018
  • Opportunity Accounts = Accounts that had at least one opportunity created in “Q4 2018”,  from accounts in my account lists during Q1 2018
  • Won Accounts = Accounts that had at least one closed won opportunity with a close date during “Q4 2018”,  from accounts in my account lists during Q1 2018
  • Pipeline Created = Total value of opportunities created in “Q4 2018”,  from accounts in my account lists during Q1 2018
  • Revenue Won = Total value of closed won opportunities win a close date during “Q4 2018”,  from accounts in my account lists during Q1 2018
  • Deal Velocity = Average days from opportunity created to closed won, for closed won opportunities with a close date during “Q4 2018”,  from accounts in my account lists during Q1 2018
• E.g. Performance during = “Q4 2018”;  Of Account Lists from = “Q1 2018”

What’s the difference between “Account view” and “Opportunity view”?

• “Account view” shows the progression of your accounts in four fixed stages:

• Total accounts: All accounts from your snapshot dates
• Engaged accounts: Which of those accounts were considered to be engaged in the snapshot dates, and should be prioritized by sales & marketing?
• Opportunity accounts: How many of your total accounts have generated at least one new opportunity since the snapshot date?
  • E.g. A single account with two new opportunities will only show one “Opportunity account”
• Won accounts: How many of your total accounts have a closed deal since the snapshot date?
  • E.g. A single account with two deals will only show one “Won account”

• “Opportunity view” shows the demand generation KPI’s of your accounts:
• Opportunities created:  How many new opportunities did we generate?
• Opportunities closed:  How many opportunities had a closed in our snapshot dates?
• Closed won deals:  How many deals had a closed in our snapshot dates?  (regardless if they were created during or before our snapshot dates)