Gartner Research

Tech Go-to-Market: Choose the Metrics to Track and Measure Account-Based Marketing Success

Published: 24 April 2017

ID: G00322087

Analyst(s): Todd Berkowitz , Julian Poulter


Compared with traditional demand-generation campaigns, ABM programs require new metrics to demonstrate their success. Some TSPs can see demonstrable improvements within six months. This note helps technology business unit leaders understand what metrics to track and what results to expect.

Table Of Contents


  • Traditional Demand- and Lead-Generation Metrics
  • New ABM Metrics for Marketing
    • Brightcove
    • Infor
    • InsightSquared
    • LiveRamp
    • SAP
    • Social Tables
  • Establish the Baseline Position
  • What Kind of Results Can You Expect? When Can You Expect Them?
    • Results From Select TSP Programs
    • Review Results and Communicate Frequently to Stakeholders
  • Summary

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.