How Cresta’s RevOps team overhauled territory planning and lead routing

Highlights

• Gained full visibility into enterprise account hierarchies, enabling clear territory design and stronger rep alignment
• Automated lead-to-account matching and routing, saving hours of manual work each week and improving response times
• Established a scalable process for maintaining Salesforce data hygiene, keeping hierarchies accurate as accounts evolve

Overview

Cresta delivers real-time intelligence to sales and customer contact centers, helping enterprise organizations elevate every customer interaction. Its AI-powered platform analyzes conversations as they happen, guiding agents and sales teams with insights that improve performance, increase efficiency, and drive better business outcomes.

The Challenge

Lack of hierarchy visibility created confusion

Cresta’s RevOps team faced growing pains as they tried to scale their go-to-market operations.

The team sold primarily to enterprise customers — organizations with sprawling structures and multiple subsidiaries — but their pre-existing Salesforce setup offered little visibility into those relationships.

Without a clear view of account hierarchies, it was nearly impossible to tell whether a new lead belonged to a standalone company or a subsidiary of an existing customer.

That absence of visibility created constant confusion.

Leads, contacts, and accounts frequently got assigned to the wrong sales rep, and duplicate accounts piled up as teams tried to fill in the gaps manually. Reps lacked the context they needed to understand who owned which account, creating territory overlaps and missed opportunities.

Before Traction Complete, we had no real way of identifying our territories or understanding our accounts.

Our Salesforce was a makeshift amalgamation of different accounts being added by sales reps.

Stephen Daniels, Senior Director of Revenue Operations at Cresta

Manual routing slowed down response times

Cresta’s lead routing process added another layer of complexity.

The team relied on a manual workflow that required every lead to be reviewed before assignment. Each review introduced delays, and Cresta’s team couldn’t easily the routing rules and logic when territories changed or new reps joined the team.

As lead volume grew, the cracks widened.

Reps waited longer to receive assignments, slowing their ability to follow up with prospects. What started as a temporary workaround became a significant barrier to speed and scalability.

Disconnected data weakened territory planning

New accounts entered Cresta’s Salesforce environment every week, often created directly by sales reps.

But without a defined process to link those accounts to the right hierarchy or territory, data quickly fragmented. Some records stood alone while others were duplicated, making it difficult for the Cresta team to get a holistic view.

And it made territory planning nigh impossible.

The disorganization meant the team couldn’t accurately measure coverage or enforce ownership, and unverified, unconnected records started to pile up. More importantly, team confidence behind Salesforce as a single source of truth began to slip.

Solution

Gained a complete view of enterprise accounts and its largest customers

Cresta leveraged Complete Hierarchies to automatically connect parent and child accounts in Salesforce and keep hierarchies updated in real time, keeping them accurate even as mergers or acquisitions happened.

This allowed Cresta’s RevOps team to get visibility into target accounts and understand which were subsidiaries of a global ultimate parent.

And that visibility transformed how the team worked.

Reps no longer had to guess which accounts belonged together or risk overlapping ownership.

With confidence in the data, Cresta could build out territories with precision, define clear rules of engagement, and prevent rep conflicts before they happened.

There is a cost to bad data… if we didn’t have a solution like this in the first place to scale off, we would be building on a bad foundation that would cause hundreds of thousands of dollars of headaches in the future

Stephen Daniels, Senior Director of Revenue Operations at Cresta

Identified whitespace and new opportunities

Beyond visualizing and maintaining account hierarchies within Salesforce, Complete Hierarchies also gave Cresta powerful new insight into its account landscape.

When a subsidiary didn’t connect to a known parent, the Complete Hierarchies highlights it as “whitespace” directly within the hierarchy view. So instead of manually cross-referencing spreadsheets or searching Salesforce for missing relationships, the team could instantly see where gaps existed in their data.

This made it easy to identify accounts that weren’t yet linked to a parent and add them with a single action — empowering Cresta’s team to fill firmographic gaps and expand their understanding of each enterprise customer.

Sometimes you have subsidiaries but you don’t have the parent in your system. Complete Hierarchies actually shows you that whitespace and allows you to add accounts in one swift motion.

I don’t think any other vendor on the market does that.

Stephen Daniels, Senior Director of Revenue Operations at Cresta

Automated lead routing to match Cresta’s GTM strategy

Once Cresta gained visibility into its account hierarchies, the team focused on fixing a major bottleneck: manual lead routing.

Their old process was built into Salesforce but couldn’t scale and required frequent manual updates. Each new lead had to be reviewed before assignment, which slowed response times and tied up valuable SDR hours.

Complete Leads replaced those manual steps with automated logic inside right Salesforce.

The team built routing flows that reflected their actual sales strategy — assigning leads by territory, segment, or region — and connected those rules to account data already living within Cresta’s Salesforce environment.

Now, when a new lead entered Salesforce, Complete Lead instantly checks for an existing account match, enriches the record with context, and routes it to the right rep automatically.

Our lead routing was very, very manual.

With Traction Complete, we’ve actually been able to automate the process entirely.

Stephen Daniels, Senior Director of Revenue Operations at Cresta

Routed smarter with integrated hierarchy data

Cresta took automation even further by taking advantage of the integration between Complete Leads and Complete Hierarchies.

Instead of assigning leads based only on the subsidiary that submitted them, the team could automatically route leads based on the location of the global ultimate parent account, rather than the subsidiary that originally submitted the lead.

So when a lead comes in from a subsidiary, Complete Leads can automatically identify the global ultimate parent account through the hierarchy and route the lead it to the right owner responsible for that corporate relationship. This guarantees that every lead went to the rep best positioned to handle it — someone who already knew the account, its contracts, and its context.

That deeper intelligence also helped eliminate the blind spots that previously slowed down follow-up and caused routing errors.

Leads reached the right owner instantly, armed with the right background, improving both speed-to-lead and conversion potential.

The Final Word

Complete Leads and Complete Hierarchies gave Cresta the one-two punch they needed to overcome their routing and territory planning challenges.

The SDR team got back hours that would’ve been spent manually reviewing and assigning leads. Sophisticated matching allowed them to overhaul how they routed leads to sales reps.

Not to mention, Complete Hierarchies gave them a complete view of their enterprise accounts. They could now have a proper understanding of where their customers fit in a family tree.