Build an Account-Based Attribution Model

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)

• [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

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

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.

• 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