THE REVENUE ANCHOR

Targeting Works Only When
Your Systems Agree on the Account.

ABM breaks when your CRM, MAP, and ABM tools disagree on account definitions (parent vs. buying unit), domains, and suppression rules. 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 on customers
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 painless adoption later

The Identity Gap: Where ABM Loses Accounts

Without a governed account definition, signals drift into the wrong level (parent brand vs. buying unit). That breaks routing, inflates reporting, and causes SDR outreach to hit the wrong entity—or hit accounts that should be suppressed.

We move you from Static Lists to Dynamic Governance. We ship the artifacts required to keep systems aligned:

• Account hierarchy rules (parent/sub/buying unit)
• Domain + alias resolution rules
• Suppression registry (customers/competitors/legal)
• Field mapping + writeback rules (field ownership)

// GOVERNED_ACCOUNT_MODEL_ACTIVE

Parent Brand (Do Not Target)
Buying Unit (Target + Route)
Signal → Correct Account ID

Focus: Ensuring engagement maps to the right P&L, not just the brand.

The Account Definition Layer

GOVERNANCE_PROTOCOL_01

Domain Resolution

Rules for aliases, subdomains, and email variants so web/ad/MAP signals resolve to the right account ID every time.

GOVERNANCE_PROTOCOL_02

Hierarchy + Buying Unit Logic

Parent/sub/buying-unit rules so routing, ownership, and measurement land with the correct team.

GOVERNANCE_PROTOCOL_03

ICP Fit Tiers

Tier accounts by fit + urgency so plays scale intensity instead of treating every target the same.

GOVERNANCE_PROTOCOL_04

Suppression + Exclusions

Shared exclusion rules (customers, competitors, opt-outs) so spend and outreach never create brand friction.

GOVERNANCE_PROTOCOL_05

Data Contracts + Lineage

Field definitions + ownership (source of truth) so systems stop disagreeing as data changes.

The Account Definition Framework

We install the infrastructure that ensures your systems agree on the target.

Deliverable: Account Definition Spec (hierarchy + buying unit + domain rules)
Deliverable: Suppression Registry (customers/competitors/legal exclusions)
Deliverable: Field Ownership + Writeback Rules (CRM/MAP/ABM tool responsibilities)
Deliverable: Segment Integrity Checklist (so platform segments match CRM reality)

Stop Guessing the Account.
Start Engineering the Foundation.

We review hierarchy, domain resolution, and suppression rules—then show exactly where signals drift (parent vs. buying unit) and what to change first to increase match rate and SDR trust.