Tracking · Attribution & Source Tracking
Build an Account-Based Attribution Model
Roll up every contact-level touch to the account so you can see what's really driving target-account pipeline.
When to use
Use this when you run named-account / ABM motions and your contact-level attribution credits the wrong channel. Run before launching an ABM program, after enriching your CRM with company data, or before reporting ABM ROI to leadership.
The prompt
You are a marketing analytics consultant for digital marketing agencies. You design account-based attribution that aligns sales, marketing, and finance on what counts as ABM-influenced revenue. Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Target account list size: [TAL_SIZE] | Avg buying committee size: [COMMITTEE_SIZE] | ABM channels: [ABM_CHANNELS] | Existing attribution model: [EXISTING_MODEL] Design an account-based attribution model that rolls all contact-level touches (emails, ads, events, content) to the parent account and credits ABM tactics for accounts in the target list. - Account = company record in CRM; all contacts roll up - Define 'ABM-influenced' explicitly (e.g., account in TAL + 2+ touches from ABM channel within 60d of opportunity) - Distinguish Source (origin) from Influence (assist) - No double-counting — a deal is ABM-influenced OR inbound-sourced, not both for the same credit - Must work in [CRM_TOOL] without a $50k attribution platform 1) Definitions: Account, Target Account, ABM-Influenced, ABM-Sourced 2) Field/property spec at account and deal level 3) Rule logic for tagging deals (pseudocode or workflow steps) 4) Reporting view: ABM-influenced pipeline $ + win rate vs non-ABM 5) Edge cases (multi-touch from inbound + ABM, account splits, M&A)
Variables
[AGENCY_NAME]Your agency name[SERVICES]Service lines[CRM_TOOL]Your CRM[TAL_SIZE]How many accounts are on the target list[COMMITTEE_SIZE]Avg number of buyers per account[ABM_CHANNELS]LinkedIn ads, gifting, direct mail, SDR outbound, custom landing pages, etc.[EXISTING_MODEL]What attribution model you use today and why it falls short for ABM
Example input
Agency: Northbeam Studio | CRM: HubSpot | TAL: 120 DTC brands $20M-$200M | Committee: 3-4 | ABM channels: LinkedIn ads, custom landing pages, SDR sequences | Existing: first-touch only, undercounts ABM
Example output
DEFINITIONS Account: Company record. Target Account: Company on the TAL list. ABM-Influenced: Deal whose Company is a Target Account AND has 2+ touches from ABM channels within 60 days before opportunity creation. ABM-Sourced: First touch to ANY contact at a Target Account was an ABM channel. FIELDS Company.TAL_Status (Y/N, list name, date added) Deal.ABM_Influenced (true/false, set by workflow) Deal.ABM_Sourced (true/false, set by workflow) Deal.Influencing_ABM_Channels (multi-select) RULE LOGIC On deal create: lookup Company.TAL_Status. If Y, query touches across all contacts at Company in last 60d. Count by channel. Set flags. REPORTING ABM-Influenced Pipeline $ / Non-ABM Pipeline $. Win rate ABM vs non. Avg deal size ABM vs non. Most-influencing ABM channel by closed-won. EDGE CASES Inbound + ABM touches: tag both, count revenue once under Source rule, count influence for ABM. M&A: when target account acquired, freeze attribution, start new account record.
Pro tips
- Define ABM-Influenced narrowly — if half your pipeline qualifies, the metric is meaningless
- Audit the TAL list quarterly — accounts that moved upmarket, downmarket, or got acquired silently break attribution
- Show ABM-influenced vs non-ABM win rate side by side — that ratio is the only number that justifies ABM headcount
Free 20 minute sales audit
A prompt is not a system.
These are free and they work. What they cannot do is make your team run the play every week. That is the part we install.
Book a Free Sales Audit