How Coveo improved lead to account matching accuracy by 74%

Highlights

• Improved lead-to-account matching by 74% compared to Salesforce’s native matching capabilities.
• Saved “hundreds of hours” in both lead-to-account matching and manually merging duplicate data.
• Gave the Marketing Operations team more ownership and autonomy, rather than relying on Salesforce Administrators.

Overview

Coveo is an AI-powered search platform that provides search solutions for businesses in the website, e-commerce, support and service spaces. Their clientele includes enterprise and mid-size companies.

The Challenge

Lead-to-account matching lacked scale

Coveo wanted to segment accounts by interests so that marketing and sales could target prospects more effectively. To make this work, they needed every lead and its activities captured at the account level.

But Salesforce’s native tools couldn’t support this requirement.

Coveo’s Marketing Operations (MOps) team had no scalable solution for lead-to-account matching, which left them struggling to connect leads to the right accounts consistently.

Manual processes drained time and resources

Without automation, Coveo’s team shouldered the work themselves.

MOps staff spent several hours every day reviewing lead records, checking details, and manually linking them to accounts. As lead volumes increased, the process consumed more and more of their time.

Data quality issues compounded the problem

Manual work also weakened data quality.

Leads that weren’t matched correctly created duplicates in Salesforce, while accounts often remained incomplete or missing important context.

Reps had to prospect without the full picture, wasting time and effort while missing opportunities to engage meaningfully. Instead of delivering reliable data to sales and marketing, the process created noise and slowed down Coveo’s go-to-market execution.

Solution

Increased data quality with smarter lead-to-account matching

Before Traction Complete, Coveo’s team fought an uphill battle against duplicates and incomplete records. Every new upload carried the risk of mismatched leads, leaving sales without the context they needed.

By implementing Complete Leads, Coveo turned that process around. The Complete Lead matching engine connected leads to the right accounts with 74% greater accuracy than Salesforce’s native tools, and the auto-merge function helped stop duplicates at the point of entry.

Instead of patching problems after the fact, Coveo’s MOps team could automate Salesforce data cleansing in real time, giving both its sales and marketing teams a trusted foundation to build campaigns and target accounts.

Saved hundreds of hours of manual effort

Manual reviews had become part of the team’s daily routine. Hours went into checking records line by line, only for the cycle to repeat the next day.

Complete Leads helped break that pattern.

Automation took over the repetitive tasks of sorting, matching, and updating, freeing Coveo’s MOps team from the grind. In just a few months, the team saved hundreds of hours — time they redirected toward higher-value projects.

[Traction Complete] saved us, first and foremost, a lot of hours, which translated into dollars.

George Samaras, Senior Manager of Marketing Operations at Coveo

Accelerated speed-to-lead for sales reps

The impact of implementing Traction Complete carried through to Coveo’s sales floor.

Previously, reps often stopped prospecting to clean up leads that hadn’t matched to accounts. Instead of having conversations with buyers, they spent time researching, merging records, and filling in gaps.

What they needed was a way to remove the manual cleanup and put accurate account context in front of reps the moment a lead arrived.

Now, with Complete Leads automatically supplying enriched data flowing into accounts, Coveo’s reps could act on new leads immediately, reach out with more detailed context at their disposal, and enjoy higher chances of converting interest into pipe.

Gave operations more flexibility and control

For Coveo’s MOps team, the real breakthrough was control.

In the past, every routing change required help from Salesforce admins, which slowed the team down.

With Complete Leads, they used a drag-and-drop interface to build and adjust rules themselves.

Visualizing flows and making updates no longer required code or developer time. When business needs shifted, the team could pivot quickly and keep routing aligned with new priorities.

We loved the idea of how slick and easy the use of the UI looked.

It was really a low code, no code solution that emphasized drag-and-drop, which made the tool adaptable for people who don’t have a developer’s background.

George Samaras, Senior Manager of Marketing Operations at Coveo

The Final Word

Complete Leads gave Coveo the ability to segment accounts and make changes to routing and merging rules in a more scalable way. Now the Marketing Operations team can spend less time manually cleaning up data in Salesforce and more on strategic initiatives to support the Sales and Marketing team.