Trending Scorecard: Feature Overview

Prerequisites 

Trending Scorecard is a feature of Terminus’s ABM Scorecard, and is available to all customers who have Trending Scorecard as part of their Terminus subscription.

If you have any questions related to your subscription plan, please reach out to your Customer Success Manager.

Feature Overview

When implementing account-based programs, the Marketing teams need to understand if their efforts to drive account engagement, pipeline, and revenue are improving or diminishing over time. However, CRMs and Marketing Automation platforms traditionally don’t make that information readily accessible, and Marketing Operations can often spend hours pulling together reports to tie marketing program performance back to revenue outcomes.

The Trending view in ABM Scorecard turns the key performance metrics of Scorecard Overview into actionable visuals, allowing users to easily:

• Measure the impact of their account-based strategies on key operating metrics over time.
• Benchmark their historical go-to-market performance to set goals and track against current results.
• Leverage known and unknown signals to measure account engagement from their target audience.
• Compare performance across engaged accounts, target account lists, and market segments.
• See if they’re accelerating or decelerating toward their goals, so they can pivot if necessary.

In order to fully utilize the Trending view, users should first:

• Create target account list or segment in Data Studio 
• Load their audience into Account Scorecard
• Complete their customizable engagement configuration

In this article, we’ll cover:

• Feature Overview
• Feature Details
  • Primary KPIs
  • Account Cohorts
  • Account Lists and Reporting Timeframes
  • Account Segments
  • Reporting Intervals, Calculations, and Graph Types
  • Reporting Table
• Frequently Asked Questions

Feature Details

The Trending view is the second tab in the Account Scorecard report.

The two main components of the Trending view are the trending graph, and the performance table.

Both the graph view and data table can be adjusted by selecting different settings for primary metrics, cohorts, audience, and reporting intervals and calculations.

Audience

The audience selection specifies whether you want to see the scorecard using static Account Lists or dynamic segments. 

Primary Metric

The primary metric selection will be the primary metric you’d like to report on. 

For these metrics, tracked opportunities are determined by the “Opportunity Type”, “Opportunity Product Line”, and “Amount” options selected during your ABM Scorecard setup.

Opportunity Selections in ABM Scorecard Overview

The selections for this filter include:

• Account: A count of total account records from your target account lists.
• Opportunities Created: A count of total opportunity records from your target accounts, grouped by opportunity created date. 
• Opportunities Closed: A count of closed opportunity records from your target accounts, grouped by opportunity close date. 
• Opportunities Won: A count of closed won opportunity records from your target accounts, grouped by opportunity close date. 
• Pipeline: The sum of the total amount on opportunity records from your target accounts, grouped by opportunity created date. 
• Revenue: The sum of the total amount on closed won opportunity records from your target accounts, grouped by opportunity close date.
• Win-rate: The ratio of [Closed Won Opportunity Records] to [Closed (won/lost) Opportunity Records] from your target accounts, grouped by opportunity close date.
• Deal Velocity: The non-weighted average of days between [Opportunity Close Date] to [Opportunity Created Date] of closed won opportunity records from your target accounts, grouped by opportunity close date.
• Average Deal Size: The non-weighted average amount on closed won opportunity records from your target accounts, grouped by opportunity close date.

Account Cohorts

Next, you’ll determine the cohort you’d like to report on to see how well accounts are progressing through your funnel.

These options include:

• Accounts in Account Lists: All accounts in your target account lists being tracked on Scorecard. (Visible only when Account List is selected in Audience)
• Accounts in Segments: All accounts in your dynamic segment being tracked on Scorecard. (Visible only when Segment is selected in Audience)
• Engaged Accounts: All accounts that are in your target account lists being tracked on Scorecard that were/became engaged across the entire reporting time period.
• Accounts with New Opportunities: All accounts that are in your target account lists being tracked on Scorecard that had a new opportunity created during the reporting time period.
• Won Accounts: All accounts that are in your target account lists being tracked on Scorecard that had a closed won opportunity during the reporting time period. These won opportunities are not exclusive to new opportunities created in the reporting time period, and may have been created in a prior time period.

Audience and Reporting Timeframes

Users can filter their trending views to only report on performance from accounts in specific Scorecard audiences, and within specified reporting timeframes.

By default, all will be selected. Clicking on the dropdown will reveal available lists or segments, depending on the selected audience type.

You can choose to report on fixed timeframes, like “Last Full Month,” “Six Months Ago from Today” and across historical fiscal quarters, as well as over custom date ranges.

Account Grouping

For even deeper reporting, users can choose to group their accounts.

Available segments include:

• Account List: Group by the names of target account lists being tracked on Scorecard. (Default setting when Account List is selected in Audience; not visible when Segments is selected in Audience)
• Account Segment: Group by the names of dynamic account segments being tracked on Scorecard. (Default setting when Segments is selected in Audience; not visible when Account Lists is selected in Audience)
• Account Engagement: Group by account status (values will include “Engaged” and “Not Engaged”).
• Terminus Firmographics: Based on Terminus Global Filters for: 
• Revenue: Group by the estimated revenue range of the accounts.
• Employee: Group by the estimated employee count range of the accounts.
• Industry: Group by the inferred industry of the account. 

Reporting Intervals, Calculations, and Graph Types

The graph itself can be adjusted by changing the reporting intervals and data calculation options.

Interval selections include:

• Weeks: This will trend the performance data on the x-axis and table columns by calendar weeks (from Mon-Sun). e.g. Week of “Jun 24, 2024.”
• Months: This will trend the performance data on the x-axis and table columns by calendar months (from the first day to the last day of the month). e.g. Month of “June 2024.”
• Quarters: This will trend the performance data on the x-axis and table columns by fiscal quarter (This can be modified on the Terminus Data Studio Configuration page).

Calculation selections include:

• Net-change: The net-change in units during each interval across the reporting time period
• This number can be negative when measuring “Engaged Accounts”, because accounts can become unengaged over the reporting time period.
• Cumulative: The cumulative total of units from the first interval through the current interval.
• Snapshot: The historical snapshot of total accounts during each interval’s respective time period.  This view is useful for tracking how many accounts were engaged historically. e.g. “a balance sheet of engaged accounts in Q4.”
• This interval is only available for a selection of “Accounts” from “Target Accounts”, or “Accounts” from “Engaged Accounts.”

Additionally, the graph visualization can be adjusted based on the user's preference:

Visualization options include:

• Line: Plots each individual data series as a non-stacked line chart.
• Stacked Area (requires “Grouped By” to be selected): Plots data in a stacked area chart, graphing the cumulative sum of data for each interval.
• Column: Plots each individual data series as a single column chart.
• Stacked Column (requires “Grouped By” to be selected): Plots data in a stacked column chart, graphing the cumulative sum of data for each interval.

Reporting Table

The reporting table lives just below the graph, and will display the data points associated with your selected report settings.

Clicking on one of the data cohorts will take you to the detail page for that particular metric and cohort, and will include information on the specific accounts and/or opportunities that met the reporting criteria.

Frequently Asked Questions

Why are the audience names different in ABM Scorecard and Data Studio?

• The audience name shown in ABM Scorecard is a separate label from the Account Lists or Segments used in other places (e.g. Data Studio, dynamic advertising audiences) so you can tailor your reporting view to be more concise than the list names used to operationalize your target accounts.
  

Why is this opportunity data not lining up with reports located in other systems (e.g. CRM)?

• The opportunity data shown in the ABM Scorecard Trending may have different filters applied in the “Opportunity Selections” within the ABM Scorecard Overview page. (i.e. Opportunity Type, Product Line, Amount Threshold)
  

How is “Group by Account Engagement” attributing engaged accounts?

• Example:  “Pipeline by month, grouped by account engagement”
  • Was the account engaged in March?
  • Was it engaged before or during the Opportunity Created Date?
  • If Yes, “Engaged”
  • If No, “Not Engaged”
    
• For a given interval (e.g. March)

Why are there “N/A” values for Industry, Revenue Range, or Employee Range?

• We work with multiple data vendors to enhance the account data we provide to customers, and sometimes we won’t have full coverage of your entire CRM accounts.  Values of “N/A” are a result of our inability to append additional firmographic data to your account records.