n o i r at oud yn g ou V in f t Id r l M a uiB Lead-to-account matching P B A Lead-to-account (L2A) matching is the single-most Why do we need L2A? • Limited account visibility. Because lead activity important part of an ABM metrics foundation. Leads, which Marketing has historically owned, doesn’t roll up to accounts in a CRM, teams lack don’t roll up to accounts in Salesforce.com. critical understanding about target account A similar disconnect exists in most marketing engagement. automation systems, with cascading effects: • Reporting challenges. Without L2A, it’s A definition of lead-to-account matching impossible to assign pipeline or revenue credit to L2A matching involves tying each lead to the • Misrouted leads. Without account-level campaigns that influence individual leads, since correct account, then using that data for ABM information (e.g. where the account HQ is deals happen at the account level. analytics, leading routing and scoring, and so on. located, how large the company is, if this account has an open opportunity, or if it is an existing Lead-to-account mapping is ABM’s biggest customer), leads can get routed to the challenge, according to 44% of marketers who wrong owner. responded to the 2016 ABM Metrics Report from • Wasted time. SDRs waste time checking out Bizible (a Marketo company) and Terminus. leads before calling, trying to validate them and see what may already be happening at the account. 131355