INTEL_PROTOCOL_01 // PROTOCOL_SPEC
Account Model + Field Contract
The governed schema that defines what an account is, how tiers work, and how exclusions apply—so CRM, identity, and DSP activation stay aligned.
The Definition Drift Problem
When CRM, enrichment, and DSP audiences disagree on what counts as a target account, spend leaks and reporting becomes fiction. This protocol establishes one enforceable account truth.
CRITICAL FAILURE MODES
- ✕ Duplicate accounts inflate reach and frequency
- ✕ Non-ICP records slip into paid activation
- ✕ Sales distrusts targeting because the account list changes weekly
The Governance Logic
RAW INPUTS
CRM Accounts
Enrichment
Intent Signals
Web Engagement
→
GOVERNED OUTPUT
Activation-Ready Account
Logic: [ICP Fit] + [Identity Resolution] + [Tiering] + [Suppression]
PLATFORM ON (TTD/DV360 + ABM)
We map governed fields into platform-ready audiences and enforce suppression at export. We write back match rate + tier status to CRM.
Rule: Tier == 1 AND Suppress == false → Export Audience
PLATFORM OFF (CRM/MAP First)
We define account truth inside CRM first, then ship an audience manifest with QA checks to your DSP partner.
Rule: Industry IN [SaaS, FinServ] AND Employees > 500 → Tier 1
Artifacts You Receive
- ✓Account Field Contract Spec (source-of-truth + writebacks)
- ✓Tiering + Cohort Rules (Tier 1–3 definition)
- ✓Suppression + Exclusion Schema
- ✓Audience Manifest Template (DSP export-ready)
Implementation Steps
WK 1
Audit definition drift across CRM, enrichment, and DSP activation audiences.
WK 2
Publish the field contract + tiering rules; align stakeholders on definitions.
WK 3
Deploy exports + writebacks; run QA and establish drift monitoring.