Understanding Account Owners

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Users vs. account owners

In Demandbase, users are everyone with access to Demandbase. Users have unlimited visibility, so they can access analytics, monitor engagement and program impact, and receive sales insights. The only requirement is an Admin must set up users so they can log in to Demandbase. See Create and Manage Users and Roles.

Account owners, on the other hand, are limited to users that your company specifies as owners and have some sort of responsibility to the account. They may be imported from Salesforce or a data import CSV. They may also be automatically designated from Auto-Create Account Lists, which you can reconfigure. They may be identified by name or by email address.

Who is the UAO: Unique Account Owner

Demandbase measures Unique Account Owners (UAO) by the number of CRM and CSV Account Owners associated with the account lists that you have built and uploaded or synced into Demandbase. These can be seen on one of two ways:

1. Unique Account Owners Settings Page

To access this page, from the left navigation bar, go to Settings_N.png Settings > User Management >  Unique Account Owners. The table shows the email, name, and the number of accounts for each unique owner. To see all of the accounts for an owner, click the email address in the Email column. These are derived from Salesforce and CSV data as described in the Unique Account Owners in the Database section below.


2. Unique Account Owners in the Database

With Salesforce sourced accounts, to see who your UAOs are: from the left navigation bar, go to Database_N.png Database > Accounts and look for the SFDC Owner Id field. If it isn’t displaying, scroll down to the bottom of the table and click Edit Columns.


Edit Columns Fields to Display opens. From there, you can select the fields you want to display or remove, including the SFDC Owner Id field, the Unique Account Owner. 


There are also fields that are associated with the account owner that come from Salesforce data. Account Owner Email identifies the email of the Unique Account Owner and Account Owner Role identifies the role in the Account organization of that person.


For CSV sourced accounts, the Unique Account Owner is identified with the CSV field Owner. This field can be an email address (preferred), name, or other data. Email is preferable, so you can take advantage of platform functionality like snapshot emails, subscriptions, and Auto-create Account Lists. 

Salesforce Owners with different roles

In Settings_N.png Settings > Analytics > Auto-Create Account Lists, you can see that Demandbase automatically assigns owners in different roles when it creates an account list. These owners come from either Salesforce or CSV.


You can see who the owners on the accounts are from the left navigation bar, at Database_N.png Database > Accounts. If you don’t see the owner field you’re looking for, such as SDR Owner, you can find it from Edit Columns at the bottom of the table. These fields come fromSalesforceIcon.pngSalesforce or a CSVIcon.png CSV file, which you can identify by their icon. CSV only fields with email addresses appear as eligible role fields. You can create these as custom fields as well. See Create Custom Fields in Salesforce.


We recently made it possible for Demandbase to accept either an email address or a name. Email is preferable, so you can take advantage of platform functionality like snapshot emails, subscriptions, and Auto-create Account Lists. See Customize Snapshot Emails.

Other account owners

Besides the UAO and owners by role, your company may have other team members who have responsibilities in regard to an account. Demandbase also identifies owners from CSV imported data. If there is a Salesforce owner, Demandbase recognizes that first and displays Salesforce in the Source field, but you can still see the owner from a CSV, if there is one, in the Owner field. 

From the left navigation bar, go to Database_N.png Database > Accounts to view the Owner fields. If you don’t see an owner field, you can find them from Edit Columns at the bottom of the table.

From there, you can add the Owner field. The CSVIcon.png table icon represents data imported from a CSV file. Your company may have created custom fields for owners with various roles in Salesforce or in Demandbase.


What accounts does an owner own?

From the left navigation bar, go to Database_N.png Database > Accounts > Account Lists. From the List Type filter, select Account Owner. Demandbase displays a table for each owner, which you can filter using the List Owner filter.


Click their name to see the accounts they own.

How is account ownership useful throughout Demandbase?

Identifying the account owner enables people and roles that need timely insight into their accounts so they can take appropriate action. Here are some of the places throughout Demandbase and integration with Salesforce where owner identification can be useful.

Feature Description Where Requirements  More Info

Auto-Create Account Lists, Snapshot Emails, Slack Alerts, and Reports

We automatically create account lists for owners in different roles based on Auto-Create Account Lists settings. 

The Account Owner field defines who receives analytics, snapshots, reports, and alerts for the accounts that are relevant to them.

Settings_N.png Settings > Analytics > Auto-Create Account Lists and Snapshot Settings

Analytics2.png Analytics > Reports

For a field to be available from the Auto-Create Account Lists drop-down, it must be of the field type Lookup User in Salesforce.

Set Up Auto-Create Account Lists

Understanding Snapshot Emails, Slack Alerts, Reports, and Subscriptions

Owner ID and Accounts by Owner

We include the SFDC Owner Id or other Owner fields in the Accounts database whenever available.

We include the Owner field in the Opportunities database whenever available. 

Database_N.png Database > Accounts or Opportunities


Understanding Databases

Import or Reimport Account or Opportunity File from a CSV File

Salesforce Integration:


Recommended permissions

Give users Read Access, so they can view lead or owner information on an account.

Salesforce Permissions


Best Practices: Salesforce Permissions

Scout Insight

Heatmaps by Owner name.

Salesforce Heatmap tab


Scout Insights Available in Salesforce

Matched account owner

A field to add for Leads

Salesforce Classic: Setup > Build > Customize > Leads


Step 4: Add Demandbase Fields to Salesforce

Sales dashboards and reports

Each report displays information based on the Owner ID field by default, or you can customize it.

The Accounts by Journey Stage dashboard report shows all accounts by owner.

Sales Insights reports available as an out-of-the-box dashboard within the Demandbase ABM Salesforce package for Salesforce Lightning

Accounts by Journey Stage dashboard


Sales-Insights-Dashboard and Reports within Salesforce


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