One list per company
Most ABM platforms collapse every contact into a single account-wide group. The motion they belong to, and the role they play in it, is lost.
Wave · Buying Groups
One account runs many motions. Wave tracks each committee apart.
The committee on your platform deal is not the committee on your security renewal. Wave runs a separate buying committee for every motion on the account, free-standing or deal-anchored, and lets the same person hold a seat on each one with its own role, curriculum, and next theme.
Quick answer
Marketing Motions is a Wave feature that runs a buying committee for every motion on an account, not one generic list per company. A motion can be a free-standing marketing play or a committee anchored to a specific deal. One person, such as the CFO, can hold an active seat on several motions at once, each tracked with its own role, curriculum, and next theme.
Key capabilities
- A buying committee for every motion
- Free-standing and deal-anchored motions on one account
- Multi-seat membership per person
- Per-motion role, curriculum, and next theme
- People-to-account resolution that feeds every product
- HubSpot writeback with native CRM association
- Operator-decided lifecycle on deal close
- Per-tenant kill switch
Last updated July 2026
The problem
A committee is deal-specific. Your ABM tool treats it as one account list.
Every experienced seller knows the deal is won or lost by a committee, and that committee is specific to the motion. The VP of Engineering on the platform deal is a different conversation than the same person on a security renewal. Treating both as one account-wide group misses how buying actually works.
The CFO problem
Senior buyers sit on multiple motions at once. Older tools either flatten them into one record or force manual setup per deal that no team can scale.
No motion-level next step
Without per-motion structure there is no way to answer what each person needs to see next on this specific motion, only a generic nurture for the whole account.
How Wave does it
A committee per motion, multi-seat people, written back to your CRM.
Wave models each motion as its own committee with roles and a curriculum, seats the same person on every motion they belong to, and writes the result to the contact record your campaigns already run on.
- 01
Run a committee per motion
Each motion gets its own roles, curriculum, and next theme. A motion can stand free as a marketing play or anchor to a specific deal synced from your CRM. Both coexist on one account.
- 02
Resolve people to accounts
Wave keeps every contact attached to the right account automatically, with your CRM as the source of truth. That clean people-to-account resolution feeds every Wave product.
- 03
Seat one person on many motions
The same buyer can hold an active seat on several motions at once, each with independent role assignment, progress tracking, and a next theme tuned to that motion's stage.
- 04
Write it back to your stack
Wave writes the committee role and a native CRM association back to HubSpot today, alongside the next-theme property, governed by a per-tenant kill switch and a full audit trail.
Where it fits
Built on Wave's person-level intelligence layer.
Marketing Motions extends Wave's buying-group structure from one group per account to one committee per motion, and feeds on the same content, channel, and timing intelligence the rest of the platform produces.
Your sources
Wave
HubSpot
Wave reads deals and companies from your CRM through native connectors, models the committee for each motion per tenant so your data never trains on anyone else's, and writes the role and a native association back to HubSpot today. When a deal closes, Wave raises a quiet prompt with a pending count rather than firing automatically, so the operator decides whether to archive the committee or keep it as a free-standing motion.
Works alongside Buying Groups, Content Intelligence, The full Wave platform.
Why Wave is different
Buying group means the committee on the deal, not a list on the account.
Account-based platforms surface account-level intent. None of them track committee composition per motion with per-member next-best content that writes back to your CRM. Wave owns this layer.
Most tools
Wave
One generic buying group per account, regardless of how many deals are open.
A separate committee for every motion, free-standing or deal-anchored, on the same account.
A person belongs to one account group, losing their role on each specific deal.
One person holds a seat on every motion they touch, each with its own role and next theme.
A text label on the contact for the buying group.
Wave writes the role plus a native CRM association so your existing reports and workflows keep working.
Deal close triggers an automatic, opaque state change or nothing at all.
Wave raises a quiet prompt with a pending count and lets the operator decide the committee's fate.
FAQ
Questions buyers ask about Marketing Motions.
What is Marketing Motions in Wave?
Marketing Motions is a Wave feature that runs a buying committee for every motion on an account, not one generic list per company. A motion can be a free-standing marketing play or a committee anchored to a specific deal. Each one carries its own roles, curriculum, and next theme, and the same person can hold a seat on several at once.
How is a motion different from an account group?
An account group lumps every contact into one list per company. A motion is a single buying committee tied to one play or one deal. One account can run many motions in parallel, and Wave tracks each committee, and each person's role on it, separately.
Can one person sit on more than one motion?
Yes. A senior buyer like a CFO or CISO often sits on several open motions at once. Wave seats that person on every motion they belong to, each with its own role assignment, progress tracking, and next theme tuned to that motion's stage. No duplicate contact records are created.
Does Wave write the committee back to my CRM?
Yes. Wave writes the committee role and a native CRM association back to HubSpot today, alongside the next-theme property. The association uses your CRM's own framework, so reports, workflows, and sequences built on it keep working. Writeback is governed by a per-tenant kill switch with full audit and rollback.
What happens when a deal closes?
Wave does not fire an automatic change. A bell icon with a pending count appears in the operator console, and on click it lets the operator decide the committee's fate: archive it, convert it to a free-standing marketing motion, or leave it. Deal lifecycle stays under operator control.
How does Wave know which company a contact belongs to?
Wave resolves every contact to the right account automatically and keeps it current as your CRM changes, with your CRM winning any conflict. You never maintain the mapping by hand. That clean people-to-account resolution underpins every Wave product, not just Marketing Motions.
Do I need deals and buying groups configured?
Marketing Motions works with both free-standing marketing motions and deal-anchored committees synced from your CRM. Pulling in deals adds deal-stage context to each motion, but Wave can run committees on accounts without an open deal as well.
How do I see Marketing Motions on my own accounts?
Book a 20-minute walkthrough. We will configure a tenant against your stack shape and show the per-motion committees, multi-seat memberships, and CRM writeback Wave would produce on your real accounts.
See it on your data
See a committee for every motion on your accounts.
Book a 20-minute walkthrough. We will run Marketing Motions against your pipeline shape and show the per-motion committees and CRM writeback Wave would produce on your real accounts.
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