Part IV Building your ABM foundation Account Based Marketing requires a Unify Account Data Like blind men touching an elephant, restricted views solid foundation. If you don’t have the Critical account data are scattered and siloed of your data don’t accurately portray the whole. right systems and data in place, across multiple sources. Build your ABM foundation by centralizing everything we’ve discussed so far • Your CRM: Accounts live alongside everything marketing and sales data from multiple systems will be manual and difficult. else in the CRM, including opportunities, into unified account profiles, and make that data activities, campaigns, and not to mention leads available to customer-facing employees inside the Check out our eBook, Getting Your Data Ready For and contacts. tools they already use. ABM, for more on this topic. • Your marketing automation: This data includes people and programs, as well as digital behaviors like email opens and website visits. • Your email: Until you integrate valuable information from your corporate email and calendar, your analytics lack critical account- level visibility. • And more. 131344