Measurement

Accounts, not leads.

Nine people at RWE engaging is one buying signal, not nine leads. And one junior at a company we will never win is not a win, however many whitepapers they download. Everything on this page follows from that.

What we look at every week

One row per account.

AccountTierCoveragePenetrationScoreTrend
Stadtwerke MünchenT180%62%44↑ +12
Axpo SolutionsT160%45%41↑ +8
Verbund TradingT1100%71%38↑ +14
Energie SteiermarkT240%28%34↑ +5
Statkraft MarketsT260%33%29→ +3
Centrica EnergyT320%15%17↓ -1
4 people at Verbund read the clearing pages this week. Tell the account manager.

Coverage

Of the buying-committee roles we need at this account, how many can we actually reach? A gap metric. Low coverage means the play can't run yet, and budget won't fix it.

Penetration

Of the people we can reach, how many have engaged? Reach versus response. They fail differently.

The multi-person bonus

Three people from the same desk in one week scores higher than one person visiting three times. A lead-scoring model can't see that difference.

Five custom fields on the CRM account record, and a thirty-minute weekly review. No ABM platform.

Before proposing a stack, I checked what's already live

Three things a network tab told me.

Finding 01

No Conversions API

Consequence

The LinkedIn Insight Tag is live and client-side only. With a long sales cycle and an offline close, LinkedIn is optimising a nine-month campaign on week-one signals.

Fix

A Zoho Flow workflow, or server-side GTM. Free.

Finding 02

Enhanced Conversions switched off

Consequence

Both Google Ads conversion tags have it disabled, even though the user-data tag is present. Google is matching less than it could.

Fix

One toggle. Free.

Finding 03

Two tags firing into nothing

Consequence

A null AW-0 tag runs on every pageview, and an ipstack call returns 401 every time. Something is silently broken.

Fix

Twenty minutes in Tag Manager.

None of this is a criticism. It's what happens when nobody's job is to look. It's about to be mine.

What I'd buy, and when

Define the model first. Buy the tool when the spreadsheet stops scaling.

Month 1

€0

  • Insight Tag verified
  • Conversions properly defined
  • Five custom fields on the CRM account
  • A weekly account sheet

→ Doing it by hand for a month teaches you which signals actually predict a deal. Then you automate only those.

Month 3

about €100/mo

  • Conversions API via Zoho Flow or server-side GTM
  • Company-level web identification (Dealfront or Leadfeeder)

→ Automates the two parts that hurt.