to provide a more customized experience for your best-fit and engaged accounts.

Acquisition is typically defined as top-of-the-funnel demand generation. Common acquisition program goals: Pre-targeting: Generating awareness with businesses that are not familiar with the organization. Engagement and nurture: Creating interest within buying centers that have not entered the sales process. Key stakeholders: Demand generation,

Marketing research firm Forrester discovered that fewer than one percent of all leads turn into customers. Put that another way: 99% of what you’re doing now doesn’t work.

Because the mindset shifts in account-centric from focusing on lead volume and qualification to targeting the right accounts and progressing toward closed opportunities, the metrics used to evaluate your program change, too.

Key measurement metrics here include average contract value, win rate, sales cycle length, retention rate, and net promoter score.

Pipeline acceleration: Coordinating between marketing and sales to create and maintain momentum during the buying cycle. Winbacks: Regenerating interest within an account where buying momentum has been lost. Key stakeholders: Demand generation, field marketing, marketing operations, and account executives.

The ultimate high-value accounts get the one to-one treatment. This is where you spend more resources and budget to tailor your content, but the payoff is much higher. The reason is that you’ve segmented to discover who is ripe for your solution, right now.

From there, accounts progress to the opportunity stage. There should be a forecasted deal value associated with each opportunity, which will help you understand your total pipeline. This is different from traditional measurement of demand generation, because the account-based approach takes the entire account’s journey into consideration, not just

help them beat their competitors using your product or service. Again, case studies are your friend.