Go Nimbly worked with Watershed to normalize data in Salesforce and automate multivendor enrichment in order to help the GTM teams make more data-driven decisions and achieve their high-level growth goals.

Project Goals

• Firmographic and demographic data accuracy
• Automatic data enrichment from multiple vendors
• Data certainty and autonomy for GTM & RevOps teams

Data Enrichment & Normalization

• Scrubbed third party data sources for all good fit accounts
• Established a recurring enrichment schedule
• Mapped industry data to SASB’s industry classification system
• Prioritized data sources based on account region/sector

With data coming in from multiple sources, Watershed’s go-to-market teams were drowning in disparate, siloed, and often unreliable data points across industry, revenue, and employee count fields. In some cases, intent data was still living in spreadsheets.

Because of this, reps were spending more time on calls asking questions, rather than being able to confidently reference their CRM data, as well as struggling to manage account pools and plan outreach.

And it was more than just the sales team; Marketing was segmenting off disparate data, and Product wasn’t able to confidently look at usage by industry or potential by industry.

Outcomes

• Normalized industry data
• Region-based data mapping hierarchy
• Auto-enrichment process