When Account IDs Collide
Why a single company name field is rarely enough for honest B2B account analytics.
Account fields feel definitive until subsidiaries, freemail domains, and shared workspaces disagree. B2B account analytics fails when teams treat one string as ground truth without documenting how it was chosen.
Pick a primary key for each decision: billing entity for revenue, workspace ID for product usage, parent org for enterprise reporting. Write the rule down so next quarter’s report still matches.
When identifiers disagree, show the disagreement. Hidden mismatches become false confidence in board decks.