Which measures show progress with our priority accounts?

Measure whether opportunities within priority accounts are advancing, then use visits and content engagement to understand the attention supporting that movement. The Frameworks recommends measuring account progress throughout an account-based marketing campaign, alongside continued engagement with account stakeholders.

For IBM Garage, IBM's new co-creation consultancy model needed champions inside a handful of specific target accounts. The Frameworks built an integrated campaign around a premium interactive book and an immersive 360 video experience. The campaign reported $62 million in lead progression in five months, 1,200 organic visits to the microsite and page engagement at twice the average across IBM's site.

Keep the measures distinct in reporting: microsite visits describe traffic, comparative page engagement describes interaction, and lead progression describes pipeline movement rather than closed revenue. A 2025 benchmark survey by Demand Gen Report found that 47% of surveyed ABM practitioners identify proving ROI as a leading programme challenge. Engagement can support an account-progress assessment without becoming a substitute for opportunity movement.