y g o l o chn I e t V t r M a B P A Based on my experience building marketing Interaction automation platforms, I believe that the essential Channels Ads Direct Mail Email Web Events Etc. components of an ABM Platform are: • Account Foundation to provide a single view of the accounts. Orchestration Measurement • Orchestration to manage and automate multi- ABM Multi-Channel 360° Engagement channel programs. Platform Automated & Triggered Journeys • Measurement to track and prove what works Sales Activation Attribution and what doesn’t. Just as in marketing automation, I do NOT think Account Foundation data is a required part of the platform, nor is any Single View of Accounts, Lead-to-Account specific channel. Multiple Data Sources Account Contact Intent Insight 1st Party Marketecture of the ABM platform. 165