How Dotmatics Accelerated Sales and Optimized Territory Planning with Traction Complete

Highlights

• Improved lead response time from 48 hours to 5 minutes.
• Automated lead routing and account assignment, eliminating manual processes and saving valuable time for the sales team.
• Enhanced data quality through deduplication, ensuring a cleaner and more reliable Salesforce database.
• Enabled better territory visualization and planning with automated account hierarchies.

Overview

Dotmatics is a leading scientific software company that provides cloud-based data management, analysis, and visualization to over two million scientists. Their solutions are designed to streamline and enhance research and development processes, and are used in the life sciences, cheminformatics, and bioinformatics sectors.

The Challenge

Inefficient lead routing and management

Dotmatics was running Salesforce with heavy customizations that created more friction than efficiency. Instead of leads flowing smoothly to the right owner, the system created delays, missed SLAs, and uncertainty over who owned what. Manual lead routing compounded the issue, leaving sales development reps scrambling while inbound interest went cold.

We have a custom-configured Salesforce instance that made it really difficult at first to actually get leads to the right owners. We were missing SLAs and timelines. [Our prior system] was causing leads to fall through the cracks.

Andrew Cataldo, Director of Sales Development at Dotmatics

Manual territory management conflicts

On top of routing issues, Dotmatics relied on spreadsheets to manage global territories. Reps lacked a clear view of account and opportunity ownership, leading to overlaps, disputes, and wasted time reconciling records instead of selling. Scaling operations on spreadsheets meant constant friction between teams.

Duplicate records drove data chaos

Dotmatics’ Salesforce org had swelled to over 90,000 records, many of them duplicates. Disqualified leads resurfaced as “new,” confusing reps and creating noise in reporting. This duplication eroded trust in the CRM, slowed follow-up, and made it harder to plan territories or measure true pipeline health.

Solution

Faster SLAs with automated lead routing

With Complete Leads, Dotmatics automated lead routing so that new inquiries were instantly assigned to the right rep based on rules like geography and account ownership. What once took 24 to 48 hours now took only 5 minutes. By cutting out delays and ensuring leads reached the right person in real time, reps could follow up while interest was highest — a critical advantage in competitive enterprise sales cycles.

Fixing data quality with proactive and reactive deduplication

Duplicate records were a constant source of confusion and wasted effort.

Complete Clean helped Dotmatics solve this by automatically scanning, matching, and merging duplicates across leads, contacts, and accounts. This gave reps and managers confidence that they were working with accurate data, eliminated the problem of disqualified leads resurfacing as “new,” and freed the team from manual cleanup tasks that wasted time and slowed productivity.

Ensuring account ownership and GTM strategy with automated account hierarchies

Managing territories through spreadsheets made it difficult for Dotmatics to see where opportunities truly existed. Complete Hierarchies replaced that patchwork process with a native, automated process inside its Salesforce instance.

Dotmatic reps could now see open opportunities, closed deals, and related accounts all in one place. This made territory planning more precise and helped sales teams understand where to focus, whether that meant protecting active deals, identifying whitespace, or finding inroads to a parent company.

[Complete Hierarchies] helped with territory planning and also our strategy of mapping out some of these enterprise accounts to understand from a hierarchy standpoint, are we working with any of the companies that they actually own today, and are there inroads there for us to actually get up to that main parent company?

Andrew Cataldo, Director of Sales Development at Dotmatics

On top of visualization, the Traction Complete automation engine helped to automate account assignment to ensure territories were consistently enforced. Instead of sales operations manually reassigning ownership, accounts were routed according to established rules, reducing disputes and delays in its sales process.

Navigating enterprise accounts with stakeholder visibility

For complex accounts where buying decisions involve multiple influencers, Complete Influence gave Dotmatics the ability to map key stakeholders and relationships directly within Salesforce. This allowed reps to identify decision-makers faster, build stronger connections, and align their sales plays to the right people inside each organization.

The Final Word

The partnership with Traction Complete has been transformative for Dotmatics, delivering significant operational efficiencies, improved data quality, and a more streamlined sales process.

By automating key tasks, the sales team has been able to shift focus from administrative work to engaging prospects and closing deals, driving measurable business impact. Beyond the technology, Dotmatics values the collaboration and customer-first approach that Traction Complete brings.

With a seamless, automated revenue operations system in place, Dotmatics is now equipped to scale its sales efforts and continue driving business growth.

I would 100% recommend Traction Complete to anyone that asked if it was the right solution in the market today. Reason being is, they listen to you. They really want to see your organization succeed.

Andrew Cataldo, Director of Sales Development at Dotmatics