Mark Donnigan

For an Account-Based Marketing (ABM) campaign, key metrics include: 1. Account Engagement Score: Measuring overall interaction across targeted accounts. 2. Pipeline Velocity: Speed at which accounts move through the sales funnel. 3. Win Rate: Percentage of targeted accounts converted to customers. 4. Average Deal Size: Value of closed deals from ABM accounts. 5. Return on Investment (ROI): Comparing ABM campaign costs to revenue generated. 6. Customer Lifetime Value (CLV): Long-term value of acquired accounts. 7. Account Penetration: Depth of engagement within target accounts. 8. Content Engagement: Performance of ABM-specific content. 9. Multi-touch Attribution: Understanding touchpoints influencing conversions.

In category design, testing and optimization focus on refining your "category POV" (point of view) as described in "Play Bigger." Your goal is to fine-tune your category narrative for maximum impact. Peter Drucker famously said, "What gets measured, gets managed." However, traditional metrics may not capture category creation success. Instead, measure category adoption rates, thought leadership traction, and shifts in market language. A/B test different category framings, not just promotional elements. Use customer feedback to refine your category definition and positioning. Remember, you're not just optimizing a product promotion; you're honing the entire market category narrative to cement your position as the category king.

In category design, crafting your message is about defining a new problem and positioning your product as the ultimate solution. As "Play Bigger" emphasizes, you're not just selling features but a new worldview. Your message should create what Andy Raskin calls a "strategic narrative" - a story that reframes the market context. Use what Geoffrey Moore terms "the elevator pitch" to communicate your category's uniqueness. Your value proposition should highlight the problem your category solves, not just your product's benefits. As category king, your message sets the agenda for the entire market. Remember, you're not just differentiating your product; you're establishing the language and metrics by which your entire category will be judged.

From a category design perspective, channel selection is about orchestrating a "category echo chamber" as described in "Play Bigger." Your goal is to create a surge of coordinated messaging across multiple platforms. As Seth Godin, marketing guru, says, "Marketing is no longer about the stuff that you make, but about the stories you tell." Choose channels that allow you to control and amplify your category narrative. PR and thought leadership content are crucial for establishing category legitimacy. Social media and influencer partnerships can create buzz and FOMO (fear of missing out) around your new category. Remember, you're not just promoting a product; you're evangelizing a new market category and positioning yourself as its leader.

In category design, understanding your audience is crucial for creating a "lightning strike" - a coordinated effort to dominate market attention. As "Play Bigger" emphasizes, you're not just selling a product; you're selling a new way of thinking. Geoffrey Moore, author of "Crossing the Chasm," advises focusing on early adopters who can evangelize your category. Your research should uncover not just demographics, but the worldview of potential category kings. Identify influencers and decision-makers who can amplify your category message. Remember, you're not just addressing existing needs, but shaping how your audience perceives their problems and solutions.

From a category design perspective, choosing a promotion strategy for a new product should focus on creating and dominating a new market category. As Christopher Lochhead, co-author of "Play Bigger," states, "The company that defines the problem is the company that wins the category." Rather than promote features, frame your product as the solution to a problem customers didn't know they had. This approach aligns with Al Ries and Jack Trout's concept of "positioning" - owning a position in the customer's mind. Your promotion strategy should educate the market about this new category, positioning your product as the category king.