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.


Overview

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 account lists.
  • 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 this article, we’ll walk you through five foundational reports you can build to get started with Trending Scorecard. To learn more about Trending Scorecard, check out these related articles:


Engaged Accounts

When running ABM programs, most practitioners want to be able to compare the engagement levels of their target accounts over time, and understand if account engagement is having a positive impact on other business outcomes, like pipeline creation, revenue, and deal velocity.

In Trending Scorecard, an “Engaged” account can be defined using a custom engagement scoring model that factors in marketing campaign responses, website activity, and third party intent signals. To learn more about how to configure your engagement scoring model, check out this article.

In the example report above, I can see that, over the last six months, we’ve seen a fairly steady increase in the number of target accounts (accounts that are members of a saved account lists in the Terminus Account Hub) that are considered to be “engaged,” but that things seem to be falling off a bit in September. This could indicate that adjustments need to be made to our current marketing and sales programs to boost engagement in these accounts.

This report can be used to answer questions like:

  • Is engagement in my target accounts trending up over time?
  • Am I seeing higher engagement rates in specific segments or programs?

Here’s a quick breakdown of how this report was built:

  • Primary metrics: “Accounts” from “Engaged Accounts”
  • Target Account Lists: I’ve selected 4 of my key account lists in this example, but you could choose to adjust the settings to only view engagement for a single account list, all lists, etc.
  • Reporting timeframe: Last Six Months
  • Grouped by: Account Engagement
  • Reporting Interval: Months
  • Graph calculation: Snapshot
  • Graph type: Column

By adjusting the primary metrics in the original report from “Accounts from Engaged Accounts” to “Opportunities Created from Engaged Accounts,” I can better understand if the engagement I’m helping to drive in my marketing programs is translating to one of my main KPIs - opportunity creation. In this example, I can clearly see that the activities I factored into our engagement scoring model seem to directly correlate with more opportunity creation. I could easily adjust “Opportunities Created” to other metrics like “Deal Velocity” or “Win Rate” to further analyze the impact of account engagement on other key outcomes, and use historical data to create performance benchmarks for future efforts.

This report can be used to answer questions like:

  • Am I seeing more opportunities being created in accounts that were considered to be “engaged” (during my reporting timeframe), vs. accounts that were not engaged?
  • What is the average engagement rate of our target accounts? Are we improving that over time?

To create this report, the adjustments made include:

  • Primary metrics: “Opportunities Created” from “Engaged Accounts”
  • Graph calculation: Net Change



Opportunities Created by Segment

As an ABM marketer, you need to be able to tie your efforts back to more than just event registrations and content downloads. Trending Scorecard can be used to track progress against your quarterly goals for opportunity creation, and help you understand where you’re seeing more, or less, success in helping to generate pipeline.

In this example report, I’ve chosen to compare opportunity creation rates in my main sales segments - Enterprise, Commercial, and SMB - to see where marketing might be able to provide additional support to sales.

This report can be used to answer questions like:

  • Are we seeing expected outcomes for pipeline and revenue in our different sales verticals, based on our current goals?
  • Could marketing be providing more support to sales, based on current performance?

To recreate this report, use these settings:

  • Primary metrics: “Opportunities Created” from “Target Accounts”
  • Target account lists: Any segment-specific lists in Account Hub you’ve created using your own CRM data (for example: industries, company size, revenue range, customers vs. prospects, etc.)
  • Reporting timeframe: Quarter to date
  • Grouped by: Account List
  • Graph interval: Months
  • Graph calculation: Cumulative
  • Graph type: Stacked column

Clicking into one of these cohorts, (for example the 37 opportunities generated in the month of September), would give me a better idea of what stage these opportunities are currently in, and what their current engagement levels look like. Here, I can see that, while some of these opportunity accounts have engaged with marketing campaigns, there hasn’t been much activity on our website. Using information on their recent intent topic surges, I could spin up several hyper-targeted advertising campaigns based on their areas of interest to drive them back to key resources to help sales drive them further down the funnel.


Pipeline Created by Program

Trending Scorecard can also be used to compare performance across your different marketing programs. For example, if you have account lists created for demand generation/acquisition programs, pipeline acceleration, and customer marketing programs, you can compare them side-by-side in Trending Scorecard across various KPIs.

This report can be used to answer questions like:

  • Which of my programs have been more or less successful, based on pipeline creation?
  • Which programs should I look at investing more/less in, based on contributions to pipeline and revenue?

To recreate this report, use the following settings:

  • Primary metrics: “Pipeline” from “Target Accounts”
  • Target account lists: Any lists from specific marketing programs (ex: Acquisition vs. customer expansion, ABM-specific programs, speciality programs based on priority tiers/strategic accounts, win-backs for previously closed-lost opportunities)
  • Reporting timeframe: Quarter to date
  • Grouped by: Account List
  • Graph interval: Monthly
  • Graph calculation: Cumulative
  • Graph type: Column


Win Rate

The Win-Rate metric can be used to assess or compare the ratio of closed-won opportunities to all closed opportunities (won or lost) in your target accounts. This can be useful when comparing your success rate across your entire total addressable market (TAM) or ideal customer profile (ICP) to the success rates in specific verticals or market segments.

In the example above, I’ve created a broader account list for my total addressable market, or all known accounts in my database that I could possibly sell to, to get an idea of my overall or average win-rate for my business. I’ve also created lists for my key verticals in Manufacturing, Retail, and Service providers, as well as lists to track progress in accounts in our North American market.

This report can be used to answer questions like:

  • Are we seeing win-rates in our key verticals improve or fluctuate over time?
  • How do win-rates in my key verticals compare to the average win-rate of my business?
  • Based on historical win rates, should we invest more or less effort in going after accounts in a specific vertical?

Example report settings:


Revenue Won by Industry

“Revenue Won” can be used to run a historical or current analysis of how your different segments are contributing to your bottom line. If you don’t have lists created specifically to track performance in specific industries or market segments, you can use the native “Terminus Firmographics” filters to create segmented views in Trending Scorecard.

For example, in the report above, I’ve filtered by industry to where we’ve brought in the most revenue over the past six months.

This report can be used to answer questions like:

  • Based on historical performance, where should I focus my efforts this quarter?
  • Should I allocate more or less budget to vertical-specific programs?
  • Are we seeing tractions in any new markets that aren’t currently part of our ICP, or existing programs?

Example report settings:

  • Primary metrics: “Revenue” from “Target Accounts”
  • Target account lists: Any account list(s) of your choice.
  • Reporting timeframe: Last 6 months / custom date range
  • Grouped by: Terminus Firmographics > Industry
  • Graph interval: Quarters
  • Graph calculation: Cumulative
  • Graph type: Stacked area

Looking for more tips on getting started with Trending Scorecard? Check out this tutorial from the Terminus Product team from our recent product release webinar:

Trending Scorecard Overview: Release Webinar

 

Was this article helpful?
0 out of 0 found this helpful

Comments

0 comments

Article is closed for comments.