Control Groups + Exposure Rules
The engineering of Scientific Validation—establishing hold-out groups and exposure tracking to isolate the exact lift your ABM program provides over baseline sales activity.
The "Marketing Credit" Conflict
When a big deal closes, Sales claims the victory and Finance questions the Marketing spend. Without Control Groups, you have no way to prove the deal wouldn't have happened anyway. "We touched this account" is not the same as "We caused this deal." We fix this by engineering a rigorous measurement framework that compares 'Exposed' accounts against a statistically similar 'Control' group to isolate true incremental lift.
Reporting Gaps
- Vanity Overload: Reporting on 1M impressions while the CEO asks about $1M in Pipeline.
- Attribution War: Fighting over "Lead Source" fields instead of measuring total Account Lift.
- Budget Risk: Inability to justify scaling spend because the ROI is purely anecdotal.
Incremental Lift Architecture
Environment Implementation
6sense / Demandbase ON
We utilize the Platform Lift Dashboards but customize the 'Exposure Logic.' We ensure that "Exposed" accounts are only counted if they meet a specific frequency threshold, preventing "1-impression" outliers from skewing the data.
Platform Off (CRM/MAP First)
We build Shadow Control Groups in your CRM. We tag a random 10% of your target accounts as "Control_Holdout" and suppress them from all Marketing orchestration to provide a clean baseline for Pipeline velocity comparison.
Artifacts You Receive
- Control Group Schema: The logic for selecting and maintaining hold-out accounts.
- Incremental Lift Report Template: A board-ready view of Win-Rate and Velocity lift.
- Exposure Threshold Matrix: Definitions of what constitutes a "Valid Touch."