# Cross-channel account advertising plan

Use this document outside the article. Duplicate the platform block for each distinct route. Keep unknown evidence as Unknown; zero means an observed zero. Do not paste personal customer data into a public or unapproved AI tool.

Example: https://maestrogtm.com/account-based-advertising/downloads/account-advertising-plan-example.md
Guide: https://maestrogtm.com/account-based-advertising/

## 1. Business and account scope

- Business, product, and supported capabilities: Unknown
- Account segment, countries, selection reason, and list source/date: Unknown
- Distinct account count and account IDs in the private source: Unknown
- Buying roles and problem evidence: Unknown
- Customers, open opportunities, and other exclusions/treatment: Unknown
- Account-fit and sales owner: Unknown
- Shared offer, actual contents, evidence, and permissions: Unknown
- Destination URL and expected action: Unknown

## 2. Platform route (copy once per route)

- Platform, ad account, and proposed campaign identity: Unknown
- Route: company targeting / contact matching / retargeting / wider acquisition: Unknown
- Observation unit and date/cutoff: Unknown
- Source-list size, source, and permitted-use evidence: Unknown
- Matched audience and evidence/date: Unknown
- Final eligible audience after filters and exclusions; evidence/date: Unknown
- Audience mode, expansion behavior, strict boundary or suggestion; screenshot/export/date: Unknown
- Geography, roles where applicable, exclusions, and retargeting lookback: Unknown
- Message, proof asset, permission, and CTA: Unknown
- Destination and successful response-path test: Unknown
- Media ceiling, currency, schedule, and approving owner: Unknown
- Launch authorization for this exact platform/account/campaign/scope: Unknown
- Campaign owner: Unknown
- Route status: Launch Hold
- Missing evidence, owner, and next action: Unknown

LinkedIn company targeting starts with selected employers; contact matching starts with people. Meta customer lists match person identifiers, not company-name rows. Retargeting does not identify every visitor's employer. Expanded delivery belongs in wider acquisition reporting. If the required strict boundary cannot be verified, hold the route or change its declared purpose and obtain approval for the new scope.

## 3. Channel order and budget

- First channel and reason: Unknown
- Condition for adding second channel: Unknown
- Total media ceiling and separate production/management costs: Unknown
- Reserve treatment if the second route cannot run: Unknown
- Shared creative, destination, operations, and sales owners: Unknown

## 4. Measurement and review

- Review period/time zone and owner: Unknown
- Platform delivery and attribution settings to record: Unknown
- Account exposure definition/source; unknown or suppressed values stay Unknown: Unknown
- Response definition, unique-person key, and account association rule: Unknown
- Meeting held/qualification definition and confirming owner: Unknown
- Opportunity ID, stage/value definition, and existing-opportunity treatment: Unknown
- Self-reported source field/question: Unknown
- Cross-platform deduplication rule: Unknown
- Sales response owner, action, and expected response timing: Unknown
- Decisions for no delivery, poor account fit, stalled meetings, and missing evidence: Unknown

Do not add platform reach as unique people or platform conversion credits as unique CRM requests. A company-level signal is not evidence that a named contact clicked. An ad-associated opportunity is not proof of incremental revenue.

## 5. Decision and next work

- Draft: Hold until the account selection, buyer problem, real offer, route purpose, budget plan, and owners are coherent enough to prepare assets. Unknown live audience/destination checks may remain if named owners can resolve them.
- Launch: Hold per route until the audience/configuration evidence, permissions, tested destination/CRM response path, budget, schedule, and explicit launch authorization for the same scope are verified.
- Draft status and reason: Draft Hold / Unknown
- LinkedIn launch status and reason: Launch Hold / Unknown
- Meta launch status and reason: Launch Hold / Unknown
- Next actions with owners and dates: Unknown

Editing the platform, account, campaign, audience boundary, observation unit, or cutoff requires rechecking the evidence and authorization for that changed scope. Historical approval does not automatically authorize a different campaign.