Which metric provides a composite measure of engagement with accounts?

Which metric provides a composite measure of engagement with accounts?

• A. Account engagement score
• B. Average deal size
• C. Win rate
• D. Conversion rate

Answer: (A)

Account engagement score provides a composite measure of engagement with accounts. It blends multiple signals—such as emails opened, website visits from the account, content downloads, webinar or event attendance, and outreach responses—into one overall score for each account. This single metric lets marketing and sales gauge how actively an account is engaging across channels, compare accounts at a glance, and trigger timely actions when engagement rises or falls. The other metrics focus on outcomes or efficiency rather than the breadth of engagement. Average deal size reflects typical revenue per closed-won deal, not how engaged an account is. Win rate shows the proportion of deals won, which is about outcomes, not ongoing engagement. Conversion rate measures the efficiency of moving prospects through the funnel, again focusing on conversion rather than sustained account-level engagement signals.

Account engagement score provides a composite measure of engagement with accounts. It blends multiple signals—such as emails opened, website visits from the account, content downloads, webinar or event attendance, and outreach responses—into one overall score for each account. This single metric lets marketing and sales gauge how actively an account is engaging across channels, compare accounts at a glance, and trigger timely actions when engagement rises or falls.

The other metrics focus on outcomes or efficiency rather than the breadth of engagement. Average deal size reflects typical revenue per closed-won deal, not how engaged an account is. Win rate shows the proportion of deals won, which is about outcomes, not ongoing engagement. Conversion rate measures the efficiency of moving prospects through the funnel, again focusing on conversion rather than sustained account-level engagement signals.