The challenge of Lead-to-Account matching The challenge of Lead-to-Account matching A common challenge in Account Based Marketing is the fact that Leads in Salesforce are not connected in any way to the Account object. This means you might have hundreds of people in your database that work at your target accounts, but no way of tying their activity to the right company. This is especially a problem when bringing in new leads from marketing programs (such as submissions from a website form or a tradeshow list). This is where Lead-to-Account (L2A) matching comes in. This identifies which account each individual lead should be part of. Once you’ve made a match, you can make the connection for the purposes of ABM programs and metrics, while keeping the record as a Lead (which maintains all your existing lead processes). Or, you can explicitly convert it to a Contact in the Account. Either way, getting this right is a critical step in all ABM programs. See Part IV, Building Your ABM Foundation, for more on Lead-to-Account Matching.