How Zoom drove sales efficiency and effectiveness with clean account hierarchies
Highlights
- Sales reps gained clear visibility into complex account hierarchies and were able to land and expand into accounts more effectively
- Sales Operations saved time by eliminating the manual cleanup and maintenance process of account hierarchies in Salesforce
- Zoom was able to shift from a reactive to a proactive data strategy
Overview
Zoom empowers organizations to work better together with a seamless platform that integrates video meetings, team chat, webinars, phone, and virtual events. Trusted by millions across industries, Zoom helps businesses stay connected with customers and colleagues — from anywhere in the world.
The Challenge
Disconnected hierarchies slowed account planning
Zoom’s sales team regularly engaged with large enterprise customers composed of dozens — sometimes hundreds — of related subsidiaries, regional entities, and divisions. But Salesforce’s native hierarchy tools offered limited visibility into how accounts were actually structured.
Reps often worked in the dark, manually pulling reports and piecing together fragments of the same corporate family tree.
Without a clear view of parent-child relationships, it was difficult to understand which accounts were connected — or where untapped whitespace existed.
We have very complex and large hierarchy structures. That made it difficult for our sales team to understand what a company structure looks like, how to approach them to create a relationship, or how to cultivate an existing one.
Heidi Davis, Manager of Sales Operations and Global Data at Zoom
Inaccurate account ownership created rep confusion
Zoom’s Sales Ops team needed to deliver a clear and trustworthy book of business — one where ownership was always up-to-date and aligned with regional structures. But as accounts evolved and companies reorganized, ownership data in Salesforce often fell out of sync.
Without accurate information, reps often had to double-check company details themselves or ask around to confirm who owned what. That back-and-forth slowed things down — and sometimes led to missed opportunities when no one realized an account had slipped through the cracks.
My North Star is providing an accurate book of business for our sales team. That way they’re spending less time focusing on validating the account and firmographic data in their book of business and more time on cultivating customer relationships.
Heidi Davis, Manager of Sales Operations and Global Data at Zoom
The Solution
Automated hierarchy management outlined clearer account growth paths
To solve the whitespace visibility challenge, Zoom’s Sales Operations team used Complete Hierarchies to automatically surface and maintain account structures directly within Salesforce.
Reps no longer had to search through multiple records to understand a company’s structure. They could see the full picture — from the global ultimate to parent and child accounts — directly from the account view.
And with the “Products Sold” feature, reps could also track which Zoom products had already been sold across each account.
With this visibility, reps could understand how a company was structured at a glance and quickly spot whitespace opportunities for cross-sell, upsell, and expansion — all while staying aligned with other account owners.
Traction Complete allows [our sales team] to identify whitespace, which gives them the advantage to partner with account executives across the globe to sell Zoom to its fullest extent.
Heidi Davis, Manager of Sales Operations and Global Data at Zoom
Automation and drag-and-drop control cleaned and enforced hierarchy data accuracy at scale
Zoom used Complete Hierarchies to automatically identify disconnected accounts, missing parent-child relationships, and inconsistent hierarchy structures across their global book of business.
The platform automatically flagged accounts that didn’t roll up correctly and grouped related records using data like account name, domain, and firmographic fields.
Instead of exporting spreadsheets and manually piecing everything together, Zoom’s Sales Ops team could now review, validate, and instantly fix these hierarchies directly in Salesforce — at scale and without developer or admin support.
To keep things accurate over time, Zoom’s Sales Ops team now uses the drag-and-drop builder to adjust hierarchies as companies grow or change.
If a new entity is added to a parent company or if an account is misaligned, they can easily move it into the right spot with a few clicks. This helps ensure that reps always see the full picture and that ownership stays aligned to Zoom’s regional sales structure.
The easy drag and drop allows our sales operations team to maintain regional ownership when cleaning up complex hierarchies, which is very important for us because we want to make sure that our sales team is aligned with our rules of engagement.
Heidi Davis, Manager of Sales Operations and Global Data at Zoom
The Final Word
Traction Complete and Complete Hierarchies gave Zoom valuable insight they needed to overcome complex challenges around selling and maintaining large account hierarchies. Both the Sales and Sales Operations teams were empowered with a 360-degree view of their largest customers. The Sales Ops team spent less time cleaning and maintaining accurate account hierarchies, and the Sales team was able to spend more time selling.
