The Power of Consistent ABM Reporting: Building Transparency & Trust in your Strategy

In today’s marketing landscape, Account-Based Marketing (ABM) is more than just a strategy; it’s a commitment to building meaningful connections and showing tangible value to both internal teams and clients. During a recent LinkedIn Live session, Emma Monro, Founder of Found and Chosen, and her squad leaders shared insights on the importance of ABM reporting to drive success, transparency, and reduce team anxiety. Here’s a summary of the key takeaways.

1. The Value of Weekly Reporting: Starting the Week Strong

Emma and her team discussed the importance of starting each week with an ABM report that goes beyond numbers. Each Monday, Found and Chosen provides a data-rich, actionable report that highlights key accounts, current engagement levels, and tactical insights. This consistent, early-week report ensures the sales team knows exactly which accounts to prioritize, preventing late-week scrambles and allowing the team to focus on accounts most likely to convert.

Key Insight: Regular, bite-sized data snapshots can reduce anxiety across teams by offering a clear focus and understanding of the week’s priorities.

2. The “Watch What Happens Live” Report: Weekly Transparency on Campaign Activity

Inspired by the idea of “Watch What Happens Live,” this Friday report provides a visual snapshot of all ads currently running for the week. This transparency helps sales teams understand what content their prospects and clients are seeing. It also strengthens alignment between marketing and sales, ensuring that everyone is on the same page about the brand’s active presence in the market.

Key Insight: Visual, transparent reporting fosters alignment and prevents knowledge gaps between marketing and sales, especially in understanding the customer journey.

3. Monthly Reports as a Change Management Tool

The monthly ABM report serves a more strategic purpose, pulling back to view overall campaign performance and effectiveness. Paola Piccino, Co-Leader for the APAC region, emphasized that monthly reporting is essential for broader organizational alignment, offering insights to sales, customer success, and creative teams who might not be as close to the campaign day-to-day. This report invites everyone to interpret data through their unique lens, fostering collaborative ideas and innovations for the ABM program.

Key Insight: Monthly reports are an opportunity to encourage input across departments, strengthening the ABM program by integrating diverse perspectives.

4. Quarterly Reporting for Long-Term Impact: Strategic Course Corrections

For Emma, the quarterly opportunity report is a powerhouse of insights. It’s a deep dive into the journey of each opportunity over the last quarter, allowing the team to see long-term trends and adjust accordingly. Bryant Goodall, a squad leader, likened these quarterly reports to a driver assessing when to “change lanes” or even “get off the highway.” By analyzing engagement trends and seasonality, the team can make informed decisions on whether current efforts are effective or if a strategic pivot is necessary.

Key Insight: Quarterly reporting offers a long-term perspective that can inform significant adjustments to the ABM strategy, helping to keep campaigns aligned with overall business goals.

Reporting’s Role in Strengthening Client Relationships and Reducing Anxiety

One of the recurring themes in the discussion was how regular reporting builds trust with clients. By offering transparent, data-driven updates, the team reduces client uncertainty and reinforces the effectiveness of their ABM efforts. The Found and Chosen team even joked about how their reporting bundle could “reduce anxiety by 48%”—a lighthearted reminder that clarity and consistency can ease the pressure on both the marketing and sales teams.

Key Insight: Consistent, clear reporting builds trust with clients, ensuring they feel informed and confident in the ABM process.

A Resource for the ABM Community

Emma wrapped up the session by inviting viewers to download Found and Chosen’s ABM reporting bundle from their website. This set of templates includes everything teams need to provide consistent, high-quality reporting, fostering alignment and reducing the time spent justifying program value. It’s a tool designed to empower ABM leaders and their teams to focus on building relationships and driving results.

Final Thought: Reporting isn’t just about data; it’s about creating a foundation of trust, alignment, and proactive strategy. When done well, ABM reporting can transform anxiety into action, helping teams and clients to move forward confidently.