Hierarchy + Buying Unit Logic
The engineering of parent/subsidiary/buying-unit rules to ensure that account ownership, routing, and measurement land with the correct regional or divisional team.
The "Global HQ" Trap
Most ABM stacks default to the "Ultimate Parent" for every signal. If an engineer at Brand Germany shows intent, but your system maps it to Brand Global (NYC), the lead is routed to the wrong rep, the wrong language, and the wrong time zone. This drift erodes Sales trust and inflates "Engagement" stats that have zero pipeline relevance.
Operational Damage
- Routing Collisions: Enterprise reps and SMB reps fighting over the same signals.
- Orchestration Blindness: Missing a surge at a specific division because it's "averaged out" at the parent level.
- SDR Rejection: Reps ignoring intent data because "the accounts aren't actually in my territory."
Mapping the Buying Unit
Global Brand Entity
Regional/Divisional P&L (Target)
Correct Territory Alignment
Strategy: Decouple the "Brand" from the "Buyer" to ensure 1:1 signal relevance.
Environment Implementation
6sense / Demandbase ON
We configure Account Hierarchy Filters to distinguish between "Target Buying Units" and "Parent Research." We map platform Account_ID to your CRM Buying_Unit_ID, preventing segments from pulling in irrelevant subsidiaries.
Config: Map Platform Group ID → CRM Child Account IDPlatform Off (CRM/MAP First)
We build Hierarchy Writeback Rules that auto-tag contacts to specific Buying Units based on IP-to-Country or Domain-to-Region mapping. This ensures MAP nurtures are regionally relevant even without an ABM platform.
Config: Workflow Rule [Domain Match + Country Match → Route Unit]Artifacts You Receive
- Hierarchy Routing Blueprint: Visual map of Parent/Child relationship logic.
- Buying Unit Field Spec: The exact field definitions for CRM and MAP alignment.
- Territory Mapping Table: The "Source of Truth" for who owns which buying unit.