Eighty percent of marketers affirm that their organization takes the lead in spearheading customer experience initiatives across the entire business landscape, orchestrating collaborative efforts spanning marketing, sales, service, and commerce. Cross-channel engagement abm metrics help to measure success. High-performing marketers, in particular, leverage invaluable cross-departmental metrics to gain deeper insights into the intricacies of the customer experience.

Cross-channel Engagement ABM

Given the rising expectation of B2B customers for a seamless and personalized journey cutting across various departments, 89% of B2B marketers employ an account-based marketing (ABM) platform to deliver a cohesive end-to-end experience. However, the success of ABM campaigns hinges on intricate, comprehensive, data-driven marketing strategies that marketers have yet to fully establish. A notable 31% of B2B marketers identify the challenge of sharing a unified view of customer data across business units, while 62% of business buyers express that communication often feels like interactions with separate departments rather than a cohesive company.

cross-channel engagement abm tectonic

Among the cross-department metrics being closely monitored are commerce metrics, service metrics, sales metrics, finance metrics, and IT metrics. These metrics play a crucial role in shaping a holistic understanding of the customer experience . Thereby facilitating coordinated efforts across diverse business functions.

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