Prerequisites


This feature is available to customers whose subscription includes Account Scorecard, and the Account Hub. For instructions on how to set up your Account Scorecard, check out this article


What is Account Scorecard?


The Account Scorecard is a reporting option within the Terminus analytics suite 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 Account Hub Lists across the entire account lifecycle - from marketing engagement, all the way through to closed-won revenue - for a specified reporting timeframe.

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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) within the Account Hub (e.g. segmented by prospect accounts and renewal accounts)
  • Track the account list(s) 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 Overview


Scorecard offers two views of your high-level program results: Account View and Opportunity View.


Account-Level Reporting


Scorecard_Account_View_Highlight.png


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?”

  • Total Accounts: Total accounts in the associated Account List.
  • Engaged Accounts: Total accounts in the associated Account List that had an Engagement Spike within the selected reporting timeframe.
  • 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 had an Engagement Spike 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

Scorecard_Opp_View_Highlight.png


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 -

  • Total Accounts: Total accounts in the associated Account List.
  • 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].


Top Row Cards

Scorecard_Top_Row_Metrics.png


The top row cards provide an executive summary view of the progress and output of your different programs, segments, or business units, as defined by your different Account Lists (Note: accounts and opportunities are de-duplicated in the totals). These values will adjust according to the Report Settings selected, and can be used to evaluate historical or current impact on company revenue.


For instructions on how to set up your Account 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)


FAQs

 

How many rows of data can I track on Scorecard?

  • The Scorecard report has a 10 row limit. We will consider expanding this limit in the future.


Can I use global filters on Scorecard?

  • No, the only data filters we offer today are limited to what is configured in each Scorecard row (Opportunity type, product line, amount, and engagement model).


Can I customize what an “engagement” is?

  • No, we currently limit engagements to Terminus Engagement Spikes. We are considering enhancing functionality in the future.


Can I track the same account list 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 (account lists & 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.
    • E.g. Performance during = “Q4 2018”
      • Engaged Accounts = Accounts that had at least one engagement spike 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”
  • [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.
    • E.g. Performance during = “Q4 2018”;  Of Account Lists from = “Q1 2018”
      • Engaged Accounts = Accounts that had at least one engagement spike 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


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 had an Engagement Spike 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)
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