How Archer’s RevOps team reduces manual work by 95% with Traction Complete
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
Manual processes in Salesforce were unsustainable
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 an independent company, they no longer had the staff to manage data in Salesforce manually which resulted in the new team being overwhelmed with work.
“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, Archer
They tried to utilize native Salesforce functionality but found it was overwhelming IT and only creating bandaid processes instead of long-term, sustainable solutions.
Solution
In need of a major overhaul and a solution that could scale with their business, Archer made the decision to work with Traction Complete to rebuild and automate how the team distributed leads and accounts to reps.
Automating account hierarchies, account assignment & territory reassignment
Archer needed visibility into which accounts were part of the same legal family tree and how these hierarchies were divided among sales reps. They chose Complete Hierarchies to automatically build account hierarchies in Salesforce using data from D&B Connect for Salesforce. This ensured the sales organization always knew where incoming accounts fit within a larger corporate structure.
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 when accounts are created manually or added by 6Sense, they are added to the correct territory based on location. This streamlines the process of assigning accounts to the right territory owner; which is based on the pre-defined ownership mappings on the Complete Company Territory container object.
“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.”
Another benefit of using Complete Hierarchies for territory ownership is that Archer can easily reassign territory ownership without exporting and reimporting data into Salesforce. Changes can be made with a few clicks, and records are 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 things up. With Traction Complete we’ve reduced that effort to two hours a week.”
Fixed a leaky funnel and improved speed to lead
Now that they had an automed account hierarchies and territory based in place, Archer needed to improve their speed-to-lead.
The company receives hundreds to thousands of leads weekly but prior to Traction Complete, an inside sales team would manually enrich and manually map each lead to the appropriate account. Ultimately, they were losing out on revenue due to leads not being routed to the right place at the right time, with the appropriate context.
Complete Leads, combined with their account hierarchies, enabled them to match incoming leads to accounts and notify account owners in a timely matter, empowering them to act on those leads while they’re still hot.
“Complete Leads supports us in getting the right information to the right person with the right context at the right time for appropriate action.”
Keeping data clean
Finally, with so many leads and accounts entering and being created in Archer’s CRM, they needed a sustainable way to manage duplicate records.
Prior to working with Traction Complete, the company had an in-house tool that monitored incoming data and identified duplicate records – but it wasn’t able to take care of the cleanup process for them.
Now, the team at Archer uses Complete Clean on a daily basis to monitor, merge, and cleanse incoming data, as well as report back on business trends that they’re seeing.
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.”
