Validate transparency into Marketing ROI based on your ability to influence pipeline and revenue! Let’s take a walk through the new ABM measurement capabilities.
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Navigation and Control
Clicking the Journey Acceleration Pipeline tab within the Madison Logic (ML) Platform will load up the dashboard with your latest campaign selected by default.
All the metrics in the Journey Acceleration Pipeline dashboard are in reference to your campaign’s target account list (TAL) and date filter. To control which list the dashboard is pointing to you can use the dropdown in the upper right-hand corner to search across your campaigns.
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The date filter can be used to limit the data being pulled to get a snapshot of opportunity and program delivery data from only a select time frame. The default date range is the flight dates of the selected program if the program is still in progress. If the program has ended, the default date range is your program’s start date to two months after your program’s end date. This enables you to see the long-term impact of your marketing strategy on pipeline.
Opportunity Filters
By selecting filters from the upper right you can add filters based on fields from your Salesforce to limit the opportunities that appear in the dashboard based on your campaign's goals. From the filter bar, you can select “enable filters” to take you into the settings where the filter types can be selected.
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Note: After filters have been saved it takes 24 hours for them to be usable in the Journey Acceleration Pipeline tab. A maximum of 6 filters can be selected at one time.
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Marketing Sourced Filtering: Enables you to only see opportunities that are sourced by marketing (or sales) to show the impact marketing has on pipeline.
Region Filtering: Enables you to see the opportunities from a specific region. Useful when an international Salesforce account is integrated, but the program has region-specific goals.
Product Filtering: Enables you to see only opportunities related to a specific product. Useful when the program is promoting a specific product within a product line.
Performance Summary
The performance summary section provides a summary of relevant metrics and over-time views of those metrics. Both help in validating how your program’s reach (through ML multi-channel campaigns) is influencing accounts and opportunities (via data from your Salesforce) across your target account list.
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Accounts with Opportunites: Shows the total number of reached accounts from your ML program with opportunities created from your Salesforce.
Value of Opportunities Created: Shows the total pipeline value in dollars for opportunities created by month for the accounts reached.
Value of Opportunities Closed Won: Shows the total value in dollars by month for opportunities closed/won for the accounts reached.
Number of Opportunities Created: Shows the total count of opportunities that were created by month for opportunities closed/won for the accounts reached.
Number of Opportunities Closed Won: Shows the total count of opportunities by month for opportunities closed/won for the accounts reached.
Average Number of Days to Closed Won: The average number of days it took the above closed/won opportunities to close in the selected time range.
Impact of MLI on Revenue: Shows the impact of MLI on days to close, avg order value, and opportunities created compared to a control program. For more information on how the control program is calculated, click here.
Impact of MLI on Pipeline: Shows the impact of MLI on accounts targeted/engaged and opportunities created/closed compared to a control program. For more information on how the control program is calculated, click here.
Note: Depending on the view you select, the scale on the left will change to indicate dollars, days, or total counts.
Top Account Details
When running a cross-channel ABM strategy, identifying the composition of accounts as it relates to your pipeline and content enables you to optimize future ABM programs.
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*Note: To ensure the highest privacy compliance, we require opt-in consent to provide persona level analytics, hence this data is not provided for display engagement.
Performance by Stage
This section breaks out the summary metrics by stage. This provides a current snapshot of the volume, value, and velocity of opportunities from your CRM, based on the accounts reached. The stage names are inherited directly from your Salesforce. For each stage, you can now see:
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Note: This view is a snapshot of your Salesforce each day as of 9 am (EST). As data in your CRM is updated, you’ll have to wait until 9 am (EST) the next day to see those changes reflected in the ML.Platform.
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Accounts by Stage
Here you are able to see the composition of the accounts at each stage along with the account level delivery data from your campaign. To change the stage in view, use the dropdown in the upper right. You can search for specific accounts or opportunities using the search bar.
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Here you’ll also find information on how long an opportunity has been in that stage which can help in finding outlier accounts that are stuck or moving quickly which can help enable ABM strategy changes or prioritized outreach to your Sales team.
Exports
In the upper right corner of the dashboard, you’ll find the export button.
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