Account-based marketing, or ABM, is a term that dominates modern marketing strategy conversations. Actually, managing an ABM program can be as short and sweet as a buzzy acronym. It begins with creating a clear, understandable ABM dashboard. What is an ABM dashboard? Who provides input in an ABM dashboard? You probably have questions, but Mighty & True spells it out here to get you creating your very own ABM dashboard.
Step 1: Define the Audience for Your ABM Dashboard
Your ABM dashboard will have to accommodate various co-worker needs, so designing your reporting and dashboards requires some sleuthing. Interview a range of key stakeholders from CXO level to operational and sales roles to document preferences, priorities and KPIs that map into your dashboard project. You’ll want to capture information on report format, timing, frequency of refresh and preferred delivery to ensure you can deliver the right info in the right way.
Step 2: Build a Plan around the Data
With your newfound reporting requirements in hand, you can begin to map the stakeholder requests with the available data from your current source systems to create perfect dashboards by viewer type. If you have all the data, congrats! However, it’s likely you’ll need to create unique views and/or derived fields from multiple data attributes to fully accomplish reporting plan glory.
Breath easy, because most database administrators can combine, manipulate and create new attributes from various data sources. Come prepared with the data you want and how it will affect the output you’re shooting for. Also, it’s good to consider any filters you’d like on the dashboards, like accounts, date ranges, sources or campaigns. These will affect what data you’ll need to create the filters.
Step 3: Mock up a Low Fidelity Prototype
Taking all the knowledge collected thus far, it’s time for some artistry! Using the audience needs and data available in your ABM plan, bring the project to life by creating a series of dashboard sketches. Whether you do this in design software, whiteboarding or old-fashion pen and paper, gallery-quality looks aren’t the goal here. We’re really just trying to give the development team a blueprint with ideas and direction on what they will be building.
Always remember to consider the needs of the users and the views they may want to see as well as the data available to create the dashboards. As a final step in prototype development, make sure that you note where each reporting data point originates. This includes column names and/or individual field name examples. This will help the development team know where to look for the data they’ll need to create your dashboard design masterpieces.
Step 4: Select Technology and Start Development
Now it’s time to kick off the development phase by reviewing the requirements, data plan and low-fidelity prototypes with your development team. Using your information as an input, they can help you select the right technology to align with the data and the requirements provided by the various user types. You might already have an in-house BI tool in mind, and that’s okay. You can always tweak the requirements to align with the capabilities of the selected technology. We recommend starting with a sandbox environment where you can stage all the new reports and related data until the primary stakeholders sign off. Once you have their blessing, move the dashboards to production and follow up with users. We advise, at minimum, a follow up at launch followed by a one-month check-in after initial launch to tweak things as needed.
There you have it, a handy plan that will have you analyzing ABM results simply, smarter, and more importantly, sooner. For an interesting take on types of ABM reporting frameworks Mighty & True recommend, check out this blog.
Still struggling on ABM? Contact us, we’d love to help!