ABM Campaign Scoring Model

Scoring Dimensions

Each ABM campaign is evaluated across four dimensions. Assign a score from 1-5 for each metric, then calculate the weighted total.

Dimension	Weight	What It Measures
Account Engagement	30%	Depth and breadth of interactions with target accounts
Pipeline Generation	30%	New opportunities and pipeline dollars created
Deal Acceleration	20%	Impact on deal velocity and stage progression
Revenue Impact	20%	Closed-won revenue attributed to the campaign

Detailed Scoring Criteria

Account Engagement (30%)

Score	Criteria
5	80%+ of target accounts engaged, 3+ contacts per account
4	60-79% of target accounts engaged, 2+ contacts per account
3	40-59% of target accounts engaged
2	20-39% of target accounts engaged
1	Less than 20% of target accounts engaged

Pipeline Generation (30%)

Score	Criteria
5	5x+ pipeline-to-spend ratio
4	3-5x pipeline-to-spend ratio
3	2-3x pipeline-to-spend ratio
2	1-2x pipeline-to-spend ratio
1	Less than 1x pipeline-to-spend ratio

Deal Acceleration (20%)

Score	Criteria
5	Average deal cycle reduced by 30%+
4	Average deal cycle reduced by 15-29%
3	No significant change in deal cycle
2	Deal cycle increased slightly
1	Deal cycle increased significantly

Revenue Impact (20%)

Score	Criteria
5	10x+ ROI on campaign spend
4	5-10x ROI on campaign spend
3	2-5x ROI on campaign spend
2	1-2x ROI on campaign spend
1	Less than 1x ROI on campaign spend

How to Use This Scorecard

1. Run the scoring exercise 30 days after campaign completion to allow attribution data to settle.
2. Gather data from your ABM platform, CRM, and marketing automation tool.
3. Score each dimension and calculate the weighted total.
4. Compare campaigns against each other to identify top-performing plays.
5. Archive results in a shared spreadsheet for quarter-over-quarter trend analysis.

Action Thresholds

• Score 4.0-5.0: Scale this campaign. Increase budget and expand to more accounts.
• Score 3.0-3.9: Optimize and iterate. Test new messaging or channels.
• Score 2.0-2.9: Review fundamentals. Check targeting, offers, and timing.
• Score below 2.0: Pause or retire the campaign. Reallocate budget.