Large-Opportunity Marketing: The Analysis Phase

When providing account-based marketing (ABM) support to a large, must-win opportunity, organizations often mistakenly treat the deal’s outcome as the only measure of success. However, taking a more nuanced view of performance evaluation can significantly improve the outcomes of large opportunities still under proposal and negotiation, optimize the performance of future deals, and enhance the large-opportunity marketing program overall. In this report, we explain how to combine short-, mid-, and long-term metrics when evaluating large-opportunity marketing performance while the opportunity is ongoing and after the deal cycle ends.