What is account mapping?
Account mapping is the practice of comparing a list of accounts with a partner to see where there are overlaps. The accounts listed might represent customers, leads, opportunities, or targets.
Each partner generates a list from their CRM, and the “mapping” consists of comparing the two lists to each other in order to determine overlaps. These overlaps are often then targeted for special sales, marketing, or other go-to-market activities.
Account mapping can be done by manually comparing spreadsheets or automatically with a partnership ecosystem platform.
How common is account mapping?
The top partnership ecosystem platforms have thousands of companies using them, and many other companies engage in manual account mapping.
Many companies that engage in account mapping use an NDA to control the sharing of data between partners. However, there are lots of uses for NDAs beyond account mapping, including:
- Sharing security information during a sales process
- Sharing financial information between a company and a potential acquirer
- Partnership activities without account mapping, like co-sponsoring an event
Allow account mapping by third party vendor
The parties wish to engage in account mapping activities to explore potential business opportunities. Account mapping may involve disclosing certain Confidential Information to third party vendor(s) that will run analytics on the parties’ collective Confidential Information for the purpose of returning analytics of that data back to the parties. These analytics may include identifying mutual customers and prospective customers of the parties (the “Mapped Accounts”). For the avoidance of doubt, each party’s use of any third party software will be subject to any applicable terms between that party and the vendor. The fact that any company is a customer of the other party by evidence of its inclusion in the Mapped Accounts is the other party’s Confidential Information under this MNDA.
Written to work with the Common Paper standard Mutual NDA.