The Nitty Gritty:

Over nearly 450 days, a task force spanning across marketing, revops, sales, project management, and research accomplished something that we were told was “absolutely impossible” multiple times:  We cleaned and futureproofed a badly mismanaged CRM. 

The org’s Salesforce instance had endured approximately 14 mergers and acquisitions since implementation. Data was often folded into the CRM in accordance with deadlines, not process or data architecture. The result was a CRM that created guesswork for executives, and left investors with little confidence that any decision was being made with quality data.

The step-by-step overhaul looked like:

• Revops identified all duplicate Account records for consolidation and created a simple hierarchy for merge/delete process, ensuring all requisite data stayed with Accounts

• Marketing ops created and mapped dozens of Marketo fields to drive mirroring views to Salesforce, all while deleting hundreds of antiquated fields in both platforms

• Research team provided detailed a detailed list which reduced the 103 existing Industry values to 23 and provided if/then dependencies for all Sub-Industries thereafter for segmentation use by marketing

• Revops then aligned all inbound Industry values from ZoomInfo, Demandbase, Leadspace to the 23 confined values in order to futureproof the database hygiene

The outcome was a clean CRM to power data-driven insights. The growth org benefitted from unified accounts off which the revops and ABM teams could deliver consolidated account intelligence. The operations org benefitted from clearly bucketed industry labels to derive dynamic sources of revenue and churn, all while piloting the company with the confidence of clean data for executive decision making.