s e s s e c o r M p B III 7 A te r ah Account attribution PT Of course, in ABM there are multiple people involved in almost every outcome, so account- based attribution must choose who to analyze. The approach you take here can substantially shape results. • Narrow Attribution includes only contacts with roles in account opportunities. Here, data integrity can be limited, as sales reps rarely attach all the right people. • Broad Attribution analyzes all contacts at accounts — or all leads and contacts via Lead- to-Account Matching (L2A) technology. Broad attribution tends to be more accurate than narrow attribution for deals at small and mid- sized companies. As company size grows, results become diluted, since broad attribution might include touches with people who didn’t impact a specific deal. • Buying Center Attribution: Some companies now analyze specific Buying Centers. The approach is broader than narrow attribution (e.g. contact roles), and more focused than broad attribution (e.g. the entire company). 130