# ABM agency scope brief: completed fictional example
Illustrative business and assumptions, not Maestro client work, performance evidence, or a quote. This file demonstrates a proposal-ready brief with launch blockers. Personal data is intentionally absent.

## 1. The job and account-selection owner
Business/product: Sample Finance Software, an approval-workflow product.
Primary job: paid-media execution. The client owns target-account strategy and sales relationships.
Why now: the team has a named-account plan but no tested advertising path.
Account-selection owner: client sales director.
List: 600 selected companies in an internal CRM list, version 2026-10-24; existing customers excluded; client privacy owner must confirm permitted use before upload.
Buying roles/problem: finance leaders and finance operations; slow approval handoffs.
Campaign state: not started.

## 2. Audience and channel evidence
LinkedIn job: inspect whether target companies and buying roles form a usable audience for a first prospecting test.
Meta job: Not proposed initially. Consider only after a distinct reachable audience and campaign purpose are evidenced.
Submitted list: not uploaded. Usable audience: Unknown. Delivered reach: none, campaign unlaunched. The 600 companies are not a matched audience count.
Owner/action: agency campaign lead, subject to agreed scope, checks the platform audience after client permissions and access are confirmed.

## 3. Message, proof, and destination
Message: show finance teams how to identify delayed approval handoffs.
Approved proof: client product demonstration and workflow facts; client product lead must approve source material. No performance claim permitted.
Creative: proposed executive explanation and short workflow demonstration; exact quantities/revisions Unknown until proposal.
Offer: a workflow checklist. Client marketing lead owns completion and delivery.
Destination: planned resource page with request form and confirmation; final URL Unknown.
Built/planned: product exists; creative, checklist, page, and response path are planned, not tested.

## 4. Sales and measurement
CRM: existing client system; client RevOps lead owns access and field definitions.
Response/source test: pending; must show campaign source, account mapping, request, and named sales owner.
Sales follow-up: sales director assigns requests; process and response time to be agreed before launch. A checklist request is not treated as a demo request.
Held meeting: conversation actually occurred, recorded by the owner.
Qualified meeting: priority-account fit plus relevant finance role and confirmed approval problem; timing recorded separately.
Opportunity: sales accepts a documented commercial process; existing opportunities tagged separately from newly created ones.
Scope: first LinkedIn campaign, list version 2026-10-24; launch date and reporting window Unknown pending readiness.
Review: date/window to be agreed before launch. Repair unusable audience, missing routing, or broken fulfillment. Review irrelevant responses for message/offer fit. Consider expansion only after delivery and sales-quality evidence.
Attribution: campaign-associated opportunities are not proof of incremental revenue or identified ad viewers.

## 5. Work, costs, and exclusions
The following is a proposed split, not an accepted agreement.
Account strategy/selection: Client-owned; sales director; account plan.
Audience setup/checks: Unknown pending agency scope; agency campaign lead proposed; signed scope required.
Creative: Unknown pending quantities/revisions; agency creative lead proposed; client approves product truth.
Campaign management: Unknown pending proposal; agency campaign lead proposed.
Destination: Unknown pending defined build/revisions; agency build lead proposed; client fulfills checklist.
CRM: campaign-source reporting requested; full CRM rebuild excluded. Client RevOps owns access/field policy. Any integration work separately scoped.
Sales outreach/follow-up: Client-owned; sales director.
Data/software licenses: client-owned existing systems; any new purchase requires a separate decision.
Media: hypothetical proposed $10,000/month total, not approved spend or an agency fee.
Agency fee: Unknown. Outside production: Unknown. Data/software/integration costs: Unknown.
Exclusions: enterprise ABM platform implementation, direct mail, event execution, outbound sales, and one landing page per account.
Changes: additional channels, new destinations, new integrations, or extra asset volume require scope review.
Ownership/handoff: asset and account ownership, documentation, and end-of-engagement handoff must be confirmed in the agreement.

## 6. Readiness and unresolved decisions
Proposal readiness: Ready to scope. Job, client inputs, and exclusions are clear enough to discuss a quote. Price and deliverable counts remain proposal questions.
Launch readiness: Hold. No usable audience receipt, approved finished creative/checklist, tested form-to-owner delivery, approved schedule, or commercial authorization exists.
Missing input | Owner | Evidence needed | Next action
Permitted list use/access | Client privacy and platform owners | recorded permission and access | confirm before upload
Audience | Agency campaign lead if contracted | platform usability receipt | inspect after access
Proof/creative/checklist | Client product and marketing leads with agency creative | approved assets and fulfilled request | build and test
CRM handoff | Client RevOps and sales director | end-to-end test with source/account/owner | test before launch
Costs/schedule/scope | Client buyer and agency | agreed proposal and approval | resolve Unknown lines
Next conversation: confirm whether the partner will own the paid-media work and quote the same sample workload. Do not authorize spend from this example.

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