How Archer’s RevOps team reduces manual work by 95% with Traction Complete

Highlights

• Reduced 40+ hours of weekly manual cleanup to just 2 hours with Complete Hierarchies automating account hierarchies and territory ownership
• Simplified territory reassignment by using the Complete Company container object, eliminating the need for exports and manual reimports
• Accelerated speed-to-lead by combining Complete Leads with hierarchies to route thousands of inbound leads to the right owner in real time
• Strengthened data quality with Complete Clean, proactively merging duplicates and keeping Salesforce a reliable system of record

Overview

Archer is the global leader in integrated risk management. With over 1,500 deployments around the world, the company provides solutions and services across the domains of IT, security, risk management, business resiliency, operational resiliency, third-party risk, internal audit, and other various domains of risk management.

The Challenge

Resource crunch after spin-out

Before spinning out from its parent company, RSA, Archer’s RevOps team had nearly two dozen personnel responsible for manually creating account hierarchies, assigning accounts to the right sales team member, reassigning territories, matching inbound leads to accounts, and assigning them to the correct owner.

After becoming independent, that headcount disappeared, leaving a small RevOps team drowning in manual work.

No clear ownership across accounts and territories

Many of Archer’s accounts lacked ownership, creating chaos and conflict over who was responsible for what.

At the same time, 6sense — Archer’s intent data platform — was automatically generating new accounts in Salesforce daily.

While this gave the team valuable buying signals, it also introduced a constant stream of net-new records into an already overwhelmed environment. Without a system to clean, match, and assign those records, reps were left scrambling to figure out ownership, slowing follow-up and creating coverage gaps.

Many of the accounts in our CRM had no ownership. We were scrambling left and right to figure out who’s who and what. On top of that, we had 6Sense creating new accounts in our system daily. We had more data coming into an already hectic environment and we had to stop the bleeding. 

Garret Miller, Director of Revenue Operations at Archer

Native Salesforce tools couldn’t scale

Archer’s attempts to use Salesforce’s out-of-the-box functionality only added complexity.

Instead of sustainable solutions, the team was left with bandaid processes that drained IT resources and created more overhead than relief.

Solution

Archer needed more than temporary fixes; they needed to rebuild how accounts and leads flowed through Salesforce in a way that could scale with the business. By leveraging Traction Complete’s suite, they automated the most time-consuming manual processes, gained clarity on ownership, and created a sustainable foundation for growth.

Automated account hierarchies, account assignment, and territory reassignment

One of Archer’s biggest pain points was not knowing how new accounts fit into their existing structure.

Archer needed visibility into which accounts were part of the same legal family tree and how these hierarchies were divided among sales reps. With Complete Hierarchies connected to D&B data, Archer could automatically build and visualize hierarchies and instantly see how subsidiaries, parents, and related accounts tied together. This made it easier for reps to prioritize enterprise opportunities and collaborate across teams.

They also used the custom container object in Complete Hierarchies, known as the Complete Company, to manage territory ownership and visualize territories in Salesforce.

Now, whether the team creates an account manually or 6sense adds it automatically, Complete Hierarchies matches it against the predefined mappings stored on the Complete Company Territory container object.

The automation engine then routes the account to the correct territory owner based on attributes like geography, industry and vertical, or account size.

When ownership rules change, Complete Hierarchies cascades the updates across all related records, eliminating the need for exports, reimports, or IT intervention. This cut Archer’s 40+ hours of weekly work down to just 2.

We’re able to deliver accounts to the right people and show the hierarchies across the global sales organization so the team can collaborate and attack those opportunities together.

Garret Miller, Director of Revenue Operations at Archer

Another benefit of using Complete Hierarchies for territory ownership is that Archer can easily reassign territory ownership without exporting and reimporting data into Salesforce. Archer can make changes with just a few clicks and have the records automatically reassigned to the new territory owner.

We used to spend 20 hours per week monitoring the data coming into [Salesforce] and 20 additional hours cleaning up. With Traction Complete, we’ve reduced that effort to two hours a week.

Garret Miller, Director of Revenue Operations at Archer

Fixed a leaky funnel and improved speed-to-lead

Archer’s inside sales team previously spent hours manually enriching and mapping each lead to the right account. With hundreds to thousands of leads coming in every week, this lag meant hot leads often went cold.

By pairing Complete Leads with its account hierarchies, Archer could now match inbound leads to the correct account automatically, flag duplicates, and notify the right owner immediately.

Instead of chasing after missing context, reps were handed the information they needed to engage prospects quickly — stopping revenue from leaking out of the funnel and boosting win potential.

Complete Leads supports us in getting the right information to the right person with the right context at the right time for appropriate action.

Garret Miller, Director of Revenue Operations at Archer

Enforced clean and reliable Salesforce data

Finally, Archer needed a way to keep Salesforce data accurate as new records flooded in daily. Their prior in-house dedupe tool could flag issues, but it couldn’t fix them. Complete Clean closed that gap by automatically merging duplicates, preserving the right fields, and providing a clean record of truth.

Now, the RevOps team uses Complete Clean every day to maintain data hygiene and even uncover business trends hidden in the noise. Instead of treating duplicates as an ongoing burden, they’ve turned data quality into an operational strength.

The Final Word

Traction Complete helped Archer identified multiple opportunities to streamline processes, improve productivity, and reduce manual effort for the sales organization.

It was the perfect partnership to help Archer clean, connect, and orchestrate the hundreds to thousands of leads and new accounts that were entering their CRM.

Traction Complete has been a partner on this journey with us. We’re learning on the fly who we want to be when we grow up as a new independent organization, and we really, really value the input that the team is providing us. They’re helping us evolve as an organization.

Garret Miller, Director of Revenue Operations at Archer