# ABM agency scope brief
Use this file to request a comparable proposal. This is a scoping worksheet, not launch approval. Keep personal/contact data in your approved systems; describe the source instead of pasting a private list here. Write Unknown where evidence is missing. Unknown costs are not zero.

## 1. The job and account-selection owner
Business and product:
Primary job (paid-media execution / broader ABM strategy / platform or CRM implementation / named-account sales program):
Why this job is needed now:
Account-selection owner:
Target-list description, source, version/date, exclusions, and permitted use:
Buying roles and problem:
Current campaign state (not started / running / repair):

## 2. Audience and channel evidence
Intended LinkedIn job and available audience evidence:
Intended Meta job and available audience evidence (write Not proposed if absent):
Submitted list, usable matched audience, and delivery evidence recorded separately:
Audience check owner and next action:

## 3. Message, proof, and destination
Specific message:
Approved proof/source and permitted use:
Creative formats/concepts and client inputs:
Exact offer and fulfillment owner:
Destination and response/confirmation path:
What is already built versus still planned:

## 4. Sales and measurement
CRM and internal systems owner:
Response source/account mapping and test evidence:
Sales follow-up owner and agreed response process:
Held-meeting definition:
Qualified-meeting rule:
Opportunity definition; separate existing pipeline from newly created opportunities:
Campaign/list/reporting-period scope:
Review date/window and keep/repair/stop decision criteria:
Attribution limits (what the evidence does not establish):

## 5. Work, costs, and exclusions
For each row mark responsibility: Included / Client-owned / Separately priced / Unknown. Name a proposed owner and the document that confirms scope.
Account strategy/selection:
Audience setup/checks:
Creative quantity/formats/approvals:
Campaign management:
Destination build and revisions:
CRM implementation versus campaign reporting:
Sales outreach/follow-up:
Data/software licenses:
Media budget:
Agency fee:
Outside production costs:
Data/software/integration costs:
Explicit exclusions and change-of-scope triggers:
Asset/account ownership and operating handoff:

## 6. Readiness and unresolved decisions
Proposal readiness: Ready to scope / Missing essentials. Can a partner understand the job and quote its responsibilities? List missing essentials with owner and requested evidence.
Launch readiness: Not assessed / Hold / Ready only after tested evidence and approval. Require usable audience evidence, approved creative and offer, tested response-to-owner delivery, approved costs, access, and permission before calling ready. Planned items do not count as receipts.
Missing input | Owner | Evidence needed | Next action:
Next conversation decision:

Reference: https://maestrogtm.com/account-based-marketing-agency/