n o i Checklist for Building r at oud yn g ou V in f t Id r l M a uiB an ABM Foundation P B A Define target accounts Define and measure actual program costs Create key personas Gain stakeholder agreement over key definitions, by program type Verify contact data Build buy-in and a strategy for what success Ensure accurate firmographic information looks like for each program Accurately associate leads and accounts Track and improve programs in marketing (i.e. lead-to-account matching) automation and / or CRM platforms, not spreadsheets Synthesize account activity history across channels — in one place Establish account hierarchies and / or define demand units as appropriate for Define program channel taxonomy, including your business campaign hierarchies 139