Data Contracts + Lineage
The engineering of field definitions and ownership—establishing a Source of Truth for every account signal so systems stop disagreeing as data evolves.
The "Multiple Truths" Conflict
ABM orchestration collapses when 6sense says an account is in 'Decision' stage, but Salesforce says it's 'Closed-Lost,' and HubSpot is still sending 'Top-of-Funnel' nurtures. Without a Data Contract, systems overwrite each other, reporting becomes fiction, and SDRs lose trust in the "Readiness" signals they receive.
System Failure Modes
- Overwrite Loops: MAP and CRM constantly reverting field values back and forth.
- Blind Transitions: Accounts exiting segments because a 'source' field was deleted or changed without notice.
- Auditing Nightmares: No record of *why* an account moved stages or *which* tool triggered the change.
Field Ownership Hierarchy
Writes intent surges and inferred buying stage into CRM custom fields.
The master override for suppression and AE/SDR territory mapping.
The source for individual email behavior and form-fill data.
Rule: One field, one owner. No system conflicts.
Environment Implementation
6sense / Demandbase ON
We configure Custom Object Writebacks so platform intent data doesn't clutter standard CRM fields. We establish "Data Sync Conflict Rules" to ensure CRM Stage always takes precedence over Platform Inferred Stage.
Config: Field_Readiness_Stage (Write-Access: Platform_API_User)Platform Off (CRM/MAP First)
We build Data Lineage Logs using CRM flow history. We create a "Readiness Field Contract" that standardizes how 1st-party site signals from MAP are translated into Account-level readiness in CRM.
Config: History Tracking on 'ABM_Account_Stage' FieldArtifacts You Receive
- Master Field Contract: Definitions for every ABM field and its primary 'System of Record.'
- Writeback Permission Spec: Technical permissions map for API users.
- System Governance Log: Template for tracking changes to the account model.