Where in the World is my Prospect?
The Mona Lisa is missing and it’s up to you to find it!
As a kid, you probably played at least a few games where the main objective was to find a thief who stole a famous piece of art or a prized diamond. My favorite was always Carmen Sandiego – traveling the world, investigating clues and catching thieves (all on Windows 93!) was the best of times. Fast forward to now, decades later, and I’m still searching all over the world for people – except now they’re my prospects.
Unfortunately, prospect data is murky and shouldn’t always be trusted, thanks to the many years of data, different devices, vast systems, and general data decay muddying the waters. And if you add an organization with multiple users/APIs creating records on top of the others issues… then you’re going to need a detective to find the good stuff.
Luckily, our newest product Orchestrate works faster than Carmen Sandiego. It can handle all these issues in real-time, fixing your Accounts, Leads and Contacts. And you only need to beat three levels! I know it sounds too good to be true, but with a little effort and a few of what we call “Automations,” we’ll have you beating the Data Hygiene Boss in no time.
Level 1 – Find the Clues and Your Territories
When the Mona Lisa was stolen, Carmen Sandiego had to go investigate the crime scene and find clues to use as evidence to get her warrant. Your investigation, if you choose to accept it, is to determine the different levels of Territory Management you wish to have.
A common system we see consists of identifying Sales Geography and Territory. Sales Geography consists of different groups of countries, while Territory is a mix of countries and/or lower-level properties such as state. My favorite thing to create is a “Master Geo/Territory Map Spreadsheet” that shows these all laid out with Sales Assignments; keeping this updated when things change will save you tons of time.
Level 2 – Travel the World and Find Your Data!
Given that you now have all your Sales Geographies and Territories (clues) mapped out, we’ll want to travel around all our data sources (world) to ensure that the right data is being captured. Some easy wins will be making sure that all your forms are capturing the right country, state or other values you’re using to identify different Sales Geographies and Territories. If you’ve shared list upload templates with your team, make sure they have updated versions with all the correct values.
If you have the problem of SFDC having values such as US, USA, United States, and U.S.A. as Country values, you may want to talk to your SFDC Admin about enabling country/state picklists. By enabling these, you restrict the values available in the country/state fields of SFDC, and you can even have SFDC only accept state values for certain countries! This will be a big help if, for example, you care about the country, but only want state info for records in the United States.
Level 3 – Catch the Thief and Get Rid of Bad Data!
Now that we’ve established a solid foundation and standardized our data intake, it’s time to start catching the bad guys (data)! While my main goal is to find prospects, I want to make sure my Account data is accurate as well, so for this example, we’ll walk through how to create Sales Geography and Territory for Accounts, which then push down to Leads/Contacts.
The Automation above is looking to find all Accounts that aren’t currently listed as having North America as their Sales Geography. It will find all Accounts that match the criteria/logic and then, as you can see below, we can assign the correct Sales Geography in one simple step.
Pretty simple right!? We aren’t done yet – just because I have an Account in North America, I still need to figure out the Territory it belongs to, which is exactly what the Automation shown below is designed to do.
Using just a few filters we can find the Accounts that need to be assigned the BOS/MTL/NJ Territory in another one-step solution (see below).
These Automations can run every day, every month, basically whenever you want – and unlike an SFDC Workflow or Process Builder, you don’t need to rely on the record being edited in order to get the data you want input!
We still have one last step, now that we have Accounts classified by Sales Geography and Territory: we want to know all the Leads/Contacts in those Territories. Maybe you want your SDRs to own everyone in a certain Territory, or you simply want the Account to be present on Leads/Contacts for filtering in your Marketing Automation Platform.
Some of you are probably wondering why we would need this if we have formula fields on Leads/Contacts looking to the Account fields. Those formulas are great, but if the value they produce changes, your Marketing Automation Platform doesn’t know that, since a formula end value doesn’t “edit the record,” which is all your MAP is listening for during its sync.
Our solution is to create text fields on Leads/Contacts which populate via Automations. This way any changes are heard by your MAP and all systems have the same data.
And there you have it, your Accounts have clean Sales Geography and Territory, while also pushing that same info down to your Leads/Contacts. Stay tuned for a future post on how we can take this foundation and build out Account, Lead and Contact ownership automations.