DIAGNOSTIC LAYER

Your ABM Program Is Only
As Good As Your Match Rate.

Targeting only works when your stack can reliably resolve real engagement to the right account and role. The Account Match Audit quantifies your Identity Gap—the percentage of meaningful engagement that cannot be mapped to a canonical account or role.

6SENSE / DEMANDBASE ON

We audit match rate across platform segments and ad/site exposure rules to find where definitions drift and accounts go dark.

PLATFORM OFF (CRM FIRST)

We run the audit in your CRM/MAP + web analytics using domain normalization and account hierarchy logic to provide a platform-ready spec.

Observed Match Rate (Baseline)18% - 24%

Average industry baseline for unmanaged stacks.

Target Match Rate (Post-Governance)65% - 82%

Expected band following identity instrumentation.

*Ranges depend on your stack, consent posture, and account model quality. We show your specific baseline during the audit.

The Identity Gap: Where ABM Loses Accounts

We define “meaningful interactions” up front—target-page views, content events, ad clicks, and known meetings—and measure exactly what percentage can be resolved to: Account → Buying Unit → Role.

Most failures aren't strategic; they are mechanical. We identify exactly where the signal collapse is happening across your stack.

Account Model Breaks: Subsidiaries and regions mapped inconsistently between parent and buying units.
Normalization Gaps: Free domains, aliases, and partner traffic muddying account resolution.
Identity Resolution Limits: Cookie loss, VPNs, and incomplete 1st-party instrumentation reducing signals.
CRM Join Failures: Visitor IDs that don’t map cleanly into CRM account IDs or opportunity objects.

// IDENTITY_RESOLVER_DIAGNOSTIC

Meaningful Engagement (100%)
↓
Resolved to Domain (X%)
↓
Resolved to Canonical Account (Y%)
↓
Resolved to Persona/Role (Z%)

Goal: Quantify why 70%+ of your Target Account interest is currently invisible to Sales.

The Audit Methodology

AUDIT_PROTOCOL_01

Instrumentation & Event Quality

Confirm which web/email/ad events are trustworthy and usable as 'exposure' for decisioning.

AUDIT_PROTOCOL_02

Account Model & Canonicalization

Normalize domains + hierarchy (Parent/Unit) and align naming across CRM, MAP, and ABM tools.

AUDIT_PROTOCOL_03

Match-Rate by Channel + Segment

Quantify resolution rates by region, ICP tier, and channel to find where the system fails.

AUDIT_PROTOCOL_04

Persona/Role Resolution

Measure buying-committee coverage on resolved accounts so Sales can multi-thread with confidence.

The Opportunity Cost of Visibility

We don't just find gaps; we calculate the capital allocation error caused by bad data.

Recovered Accounts Estimate: How many target accounts are currently unrouteable due to match failure.
Wasted Spend Bands: Retargeting budgets hitting accounts already in late-stage or existing customers.
Sales Time Tax: Estimated SDR hours spent resolving “unknowns” that should be automated by governance.

What You Get

✓ Match-Rate Scorecard (Overall + Segmented)
✓ Identity Gap Breakdown (Ranked failure modes)
✓ Account Canonicalization Spec
✓ Routing/Sequencing Fix List
✓ Measurement Readiness Notes

Stop Blind-Firing.
Quantify Your Identity Gap.

Inputs required: a small sample of web events + campaign touches + account IDs (30–90 days). We operate under DPA, least-privilege access, and encrypted transfer.