What are Account Engagement Business Units and when would you recommend them?

Business Units partition an Account Engagement account so that each has its own prospects, assets, automation, and users, with prospects allocated by defined criteria.

They make sense when parts of the organisation genuinely must not see each other's data — separate brands or legal entities, regions with data residency or privacy constraints, or acquisitions that have not been integrated. They also help where teams need entirely separate scoring models and asset libraries.

The cost is real: assets are not shared across units, so templates and automation get duplicated and drift apart. Prospects live in one unit at a time, so a person engaging with two brands is harder to see whole. Administration multiplies.

My default recommendation is not to split unless there is a data-isolation requirement that cannot be met with folders, user roles, and disciplined naming conventions. Splitting for organisational tidiness is usually regretted.