Coverage (relationship coverage)

The master metric at named-account scale: of the accounts that matter, how many know you, have met you, have consumed your research, and have 2+ contacts engaged — replacing response rate entirely.

Source: Bev Burgess’s ABM coverage model (ITSMA). Burgess’s argument: at named-account scale, the right question is not “what was the response rate?” but “of the accounts that matter, how many do we have live, deep, warm relationships inside?”

First used in: 0.2 · The motion at a glance