Free template · 8 pages
Written by Hojabr Sattari, founder of PlanConversion, from programs run for ABB, KNIME and Nakisa. For CMOs, ABM leaders, demand generation directors and RevOps.
Account engagement scorecard template: show leadership which target accounts are moving
Get the free template ↓Leads tell you who filled in a form. Account engagement tells you which target accounts are actually in a buying cycle, and that is what the CRO and leadership want to see. This template shows ABM and marketing leaders which signals to count, how to weight them, how to move accounts between stages, how to hand them to sales each week and how to report engagement next to pipeline.
- The signals that matter and the ones to ignore
- A weighting model you can run in a spreadsheet or CRM
- Account stages: aware, engaged, in-market, opportunity
- The weekly handoff to sales
Written by Hojabr Sattari, founder of PlanConversion, from programs run for ABB, KNIME and Nakisa. For CMOs, ABM leaders, demand generation directors and RevOps.What’s inside
Everything in the template
Practical and specific: questions, checks and decisions you can use in your next meeting, not theory.
A weighting model you can run in a spreadsheet or CRM
Account stages: aware, engaged, in-market, opportunity
The weekly handoff to sales
How to report account engagement to the CRO and board
Free preview
Signals worth counting
- Visits from the account to pricing, comparison and case study pages.
- More than one person from the same account engaging in a month.
- Replies, meetings and event attendance from the buying committee.
- Intent topics from your platform, if you run Demandbase or 6sense.
- Ad engagement only as a light signal, never on its own.
The full template
Account engagement scorecard template
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Account-based marketing
Campaigns for sales-approved target accounts, by tier and buying role.
Questions
About this template
Do we need an intent platform?
No. Website, CRM and sales activity give you enough to start. A platform adds earlier signals and scale once the scorecard works.
How many target accounts should we score?
As many as sales can actually work. Start with tier 1 and tier 2 and add tier 3 once the weekly handoff runs smoothly.
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