Define the Rules of Engagement Step 3 Define your process. Plan what steps need to happen and who needs to be involved from the time the trigger is set off to when the action is complete. For example, if you are triggering an executive to write a handwritten letter you might plan the following steps: • Sydney Bristow, Marketing Ops Manager, will add the account to the executive email list. • Sydney Bristow, Marketing Ops Manager, will send an alert via email to the sales owner of an account that has qualified for an executive email. • The email will ask the sales owner to provide the executive contact from the account that they would like the letter to go to, address, and personal details that should be included in the letter. • Michael Vaughn, Demand Gen Manager, will send a request via email to the appropriate executive at her company, Credit Dauphine, with the information provided by the sales owner. • Michael Vaughn, Demand Gen Manager, will get the letter from the executive and mail it via USPS. • Sydney Bristow, Marketing Ops Manager, will add the contact to the executive email Salesforce campaign. Note that if you use an account-based platform like Terminus in combination with a direct mail tool like Sendoso, you can automatically trigger many of these steps. The Complete Guide to Effective ABM Targeting 36 36