Understanding Account Owners

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 CRM or a CSV import. They may also be automatically designated from Auto-Create Account Lists. Owners can 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 > User Management > Unique Account Owners. 

Important: You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.

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 CRM and CSV data as described in the Unique Account Owners in the Database section below.

2. Unique Account Owners in the Database

With CRM sourced accounts, to see who your UAOs are: from the left navigation bar, go to Database > Accounts and look for the CRM (Salesforce, HubSpot, Microsoft Dynamics) 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 CRM (Salesforce, HubSpot, Microsoft Dynamics) ID field, the Unique Account Owner. 

There are also fields that are associated with the account owner that come from CRM 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. 

CRM Owners with different roles

In  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 CRM or CSV.

Important: You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.

You can see who the owners on the accounts are from the left navigation bar, at  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 from CRM (Salesforce, HubSpot, Microsoft Dynamics) or a CSV file, which you can identify by their icon. CSV only fields with email addresses appear as eligible Role fields. 

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 Configure Settings for 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 CRM owner, Demandbase recognizes that first and displays CRM (Salesforce, HubSpot, Microsoft Dynamics) 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 > 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 table icon represents data imported from a CSV file. Your company may have created custom fields for owners with various roles in CRM or in Demandbase.

What accounts does an owner own?

From the left navigation bar, go to  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 CRM where owner identification can be useful.