Program Overview

Boosting Yield In The Account Marketing Field

Leveraging Augmented Actionable Intelligence (AAI) to Improve Prospect Identification, Qualification, Cultivation, Acquisition, Penetration and Revenue Growth

The Chief Marketing Officer (CMO) Council is teaming with WM America and leading B2B account-based marketing experts for the development of a certified Lead Evaluation and Assurance Process (LEAP) that brings new levels of success, transparency, accountability and reliability to prospect verification, validation and sales conversion. 

The best practice model will key off technology transformations enabling “Augmented Actionable Intelligence” (AAI) at scale from the unification of data sources and AI-enabled mining of real-time buyer insights, behavior and intention-based content consumption. The thought leadership initiative will be aimed at improving the predictability, integrity and performance of content-driven demand-generation campaigns. 

The thought leadership initiative will be designed to advance marketing compliance using lead revenue science. It will help CMOs ensure demand generation teams, business revenue groups, channel organizations and marketing/agency partner meet or exceed key performance indicators (KPIs). It will also give LoB leaders and customer engagement teams more confidence that leads generated through content syndication meet industry benchmarks for transparency, registration intent and brand safety. 

Championing a certified Lead Evaluation and Assurance Process (LEAP) will be a new area of strategic focus for the CMO Council in 2023-24 as it seeks to help marketers and their media and agency partners improve campaign performance and business outcomes. The CMO Council’s Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) and Content ROI Center will participate, along with the Business Performance Innovation (BPI) Network.


Seeding and harvesting the sales pipeline – the process of acquiring, capturing, qualifying and converting business opportunities – is essential to the growth and profitability of B2B marketers across every industry and geographic sector. Customer demand generation is a mission-critical process in which companies invest heavily, but generally, are dissatisfied with the results. Put positively, it is a business process ripe for performance improvement.

Lead leveraging through integrated marketing and sales execution represents an essential but under-managed discipline in today’s commercial enterprise. Top executives, as well as sales, marketing and channel management professionals, are dissatisfied with the effectiveness with which they acquire new customers, as measured by either close rates or return on investment across the selling cycle. 

While they consider new customer acquisition to be essential to the growth of their companies, few have implemented formal processes or standards to optimize results, return and compliance. One might surmise that the lack of formal processes is based less on a desire to improve business performance and more on a lack of understanding about how to formalize, measure and improve those processes.

It is also clear that companies do not manage business leads in a way that optimizes their quality or value. After spending large sums on their initial acquisition through costly media campaigns and multi-channel content marketing programs, only a small percentage of companies effectively act on, nurture, convert, close, recover, or re-qualify leads over time. In other words, many new business leads that could result in sales are discarded or become obsolete without any effort to refresh them. Companies must focus greater management attention on the issue of performance improvement in sales lead optimization and yield management. 

Companies are investing a significant percentage of their revenues in activities directed at lead acquisition, but most do not optimize those investments by developing formal processes for qualifying, certifying and validating new business opportunities. By their own admission, companies surveyed by the CMO Council say they are wasting time, money and valuable business leads – leaving big money on the table every quarter. 


Research: Survey & Reports




Curated Facts & Stats

In 2024, the continual rise of smart speakers and voice assistants will reshape how businesses prioritize voice search optimization. A game changer on the horizon is the concept of Search Generative Experience (SGE). This shift will enable a seamless exchange of information, allowing users to engage in natural conversations with search engines as if they were interacting with a knowledgeable assistant.

Source: WSI World

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

Macroeconomic trends, first-party data and the influence of artificial intelligence will all be instrumental for marketers next year.

Source: Marketing Week

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

With constant change in the marketing, media, and tech landscape, it’s nearly impossible for CMOs to keep up with what the job demands. And let’s add the inherent misalignment between the CEO and CMO around customer obsession to the list of stressors. The good news? CMOs who show up as strategic business leaders don’t just drive results but are viable CEO successors.

Source: Forrester

There are multiple ways to make sure you’re creating the right content for your funnel and maintaining customer interest. It’s just about finding the method that works best for you and your customers.


82% of high performers say B2B and B2C tactics are now overlapping. This is compared to 67% of underperformers. Plus, overperformers dedicate 18% of their budget to ABM, compared to 14% for underperformers.

Source: Lxahub

Mature ABM programmes are now accounting for 79% of all sales opportunities (vs. inbound/outbound, etc.) Relative to other marketing activities, ABM delivers 97% higher ROI.

Source: Lxahub

83% are still struggling to find the perfect way to deploy ABM. However, 43% of marketers are working on refining and measuring their ABM campaigns.

Source: Gitnux

33% of marketers are in the planning stages of implementing an Account-Based Management strategy.

Source: Gitnux


Curated Reading

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