“Account” - One word. Many meanings.

Define a Company record. Track it everywhere.

Highlights:

• [RevGenius Webinar] How to Navigate M&A and Multi-CRM Complexity: Tuesday, May 2nd at 12pm PDT, with Conga ’s Scott Merselis & Melissa McCready of Navigate Consulting Group
• [Hot Take] So much of B2B GTM hinges on the definition of an “Account” - what’s yours? Join the conversation in our Slack community.
• [Podcast Throwback] James McArthur thinks step 1 of RevOps is mapping the customer journey to a data model.
• [Job Hunting?] We’ve partnered with BlueprintGTM.com to produce a curated list of GTM ops & analytics job openings that require data expertise (complete with tech stack intel). Request access in the Customer Data Automation community.

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The most common things are sometimes the most difficult.?

Like budgeting. Or sleeping. Or deciding what to binge watch on Netflix.. There are even ~100 muscles involved in human speech.

For those of us who work with customer data, there is one point of complexity we all wrestle with:

The definition of an Account.

It seems like it should be simple. It’s just a word. It means “company.”?

But companies are made up of people (sometimes nested inside of other companies).? We sign contracts with companies. Yet we sell to individual humans. Yet we target our sales and marketing to companies. Yet…

Wrapping our heads around the definition of an Account is a crucial first step in modeling your customer journey, and ensuring systems reflect the data needed to support GTM teams and track performance.

So how do you define an Account?

First, there’s the problem of fields.

• Which fields are vital to tracking our business’s relationship with an Account? Which fields are helpful?
• Where do these fields live? What other systems need access to them?
• If a field changes during the customer journey, what is the source of truth for that field?

How many fields does your Account object have?

Second, there’s the problem of relationships.?

• What if someone works at multiple Accounts? Or is an advisor to multiple?
• What if an Account can bring business value but is not a direct customer? Like a partner?
• How do we track the stage of our relationship with an Account, through a field on the Account and/or through the Opportunity record?
• How do we track post-sales attributes and activities, like tickets, NPS and customer health?
• How do we bring in product usage data from the user level to the Account level?
• How do we map the activity of multiple individual humans (contacts) onto a single account?

Have you visualized the relationship between Accounts and all related objects?

Syncari’s Head of Marketing, Aaron Landgraf , and RevOps, Jessica (JP) Zangre , partnered with several folks in the Customer Data Automation community to dream up the ideal account summary:

What’s missing from this view? Join the community to share your feedback.

Cheers,

Evan Dunn

Director, Growth Marketing