THE REVENUE ANCHORTargeting Works Only When
Targeting Works Only When
Your Systems Agree on the Account.
ABM breaks when your CRM, MAP, and ABM tools disagree on account definitions. We install a governed account foundation so routing, sequencing, and measurement operate on one shared definition.
PLATFORM ON (6sense / Demandbase)
- Align account segments to CRM account IDs + hierarchy
- Standardize domain resolution across web and ad signals
- Harden suppression so segments don’t waste spend
PLATFORM OFF (CRM / MAP First)
- Build the account definition layer (hierarchy + buying unit)
- Create an exclusions registry shared by marketing and sales
- Output a platform-ready spec for later adoption
The Identity Gap: Where ABM Loses Accounts
Without a governed account definition, signals drift into the wrong level. We move you from Static Lists to Dynamic Governance.
• Account hierarchy rules (parent/sub/buying unit)
• Domain + alias resolution rules
• Suppression registry (customers/competitors/legal)
• Field mapping + writeback rules
// GOVERNED_ACCOUNT_MODEL_ACTIVE
Parent Brand (Do Not Target)
Buying Unit (Target + Route)
Signal → Correct Account ID
The Account Definition Layer
GOVERNANCE_PROTOCOL_01
Domain Resolution
Rules for aliases, subdomains, and email variants so signals resolve correctly.
VIEW PROTOCOL →GOVERNANCE_PROTOCOL_02
Hierarchy + Buying Unit Logic
Parent/sub/buying-unit rules so routing and measurement land with the correct team.
VIEW PROTOCOL →GOVERNANCE_PROTOCOL_03
ICP Fit Tiers
Tier accounts by fit + urgency so plays scale intensity instead of treating targets the same.
VIEW PROTOCOL →GOVERNANCE_PROTOCOL_04
Suppression + Exclusions
Shared exclusion rules (customers, competitors, opt-outs) to prevent brand friction.
VIEW PROTOCOL →GOVERNANCE_PROTOCOL_05
Data Contracts + Lineage
Field definitions + ownership (source of truth) to stop system disagreement.
VIEW PROTOCOL →