Relationship coverage

Burgess’s master question at named-account scale: of the accounts that matter, how many do we have live relationships inside, how deep, and how warm? It replaces response rate entirely. Measured on two axes: the scoreboard stage each account has earned (breadth across the list) and account depth (strength of the warmest relationship inside each account). Stages are earned by the buyer’s action, never by your send.

Source: Bev Burgess’s ABM coverage model (ITSMA) — see A Practitioner’s Guide to Account-Based Marketing (Burgess & Munn). The metric that replaces response rate when the account list is the whole market.

First used in: 1.7 · The coverage scoreboard