Why Account-Based Marketing and Salesforce Architecture Go Hand in Hand

In B2B, we like to talk about alignment.
Marketing and sales. Sales and CS. GTM and product.
But there’s a pairing most teams still underestimate—until it breaks everything:

Account-based marketing and Salesforce architecture.

They aren’t separate strategies. They’re a shared system. And when one fails, the other does too.

ABM Can’t Breathe Without Clean Architecture

ABM works because it creates a full-funnel experience.
One that spans prospecting, deal velocity, onboarding, expansion.
One that depends on smart targeting, personalized engagement, and closed-loop reporting.

Sounds great on a slide. But none of that is possible if your Salesforce instance is duct-taped together by three generations of GTM leaders.

And trust me—we’ve seen it. Dozens of times.

49 B2B brands.
49 Salesforce instances.
Only a handful were actually usable.

The rest?

• Disconnected data
• Broken reporting
• Sales enablement stuck in the mud
• Custom objects piled on custom objects
• Field logic that made sense to someone… three roles 

 You cannot run modern ABM on a broken CRM. Because if Salesforce isn’t your system of truth, your campaigns are just running on hope.

Why Found&Chosen Builds Both

At Found&Chosen, ABM is our jam. It’s what we’ve built our name on.
But we kept running into the same problem:
Great strategy, poor execution—because the architecture couldn’t keep up.

So we fixed it.

We partnered with leading SFDC experts and asked:
What would it look like to build a Salesforce foundation specifically for ABM?

Not sales-first. Not marketing-driven. Not a franken-system built around one power user.

But a clean, scalable architecture that serves revenue—across the full buyer journey.

This Is the Future of GTM Infrastructure

You can’t afford systems that break when a leader leaves.
You can’t afford duct tape disguised as “customization.”
And you definitely can’t afford ABM programs that stall because the data is garbage.

So here’s the real answer to that CRO’s question:

We run an ABM program and a Salesforce architecture program because you cannot succeed at one without fixing the other.
They’re two halves of the same strategy.

If your ABM is stalling, don’t look at the campaigns.
Look at the core.
And if your Salesforce instance isn’t built to power the customer journey from first touch to renewal—you don’t need a better playbook. You need a better system.

That’s what we build. Let’s do it properly.