How Dotmatics Accelerated Sales and Optimized Territory Planning with Traction Complete

Highlights

• Significantly improved lead response time, reducing it from 48 hours to approximately 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 struggling with a highly customized Salesforce instance. The complexity made it difficult to route leads to the correct owners, resulting in missed SLAs and delayed follow-ups. The process for managing inbound leads was manual and inefficient, meaning that the team struggled with leads falling through the cracks or going cold. Due to the manual process, there was also uncertainty about ownership.

“We have a custom-configured Salesforce instance that made it really difficult at first to actually get leads to the right lead owners. We were missing SLAs and timelines. IT was causing leads to fall through the cracks.”

– Andrew Cataldo, Director of Sales Development at Dotmatics

Managing sales territories with spreadsheets

In addition to lead routing challenges, the sales team relied on manual processes and spreadsheets to manage sales operations data and territories on a global scale. A lack of clarity in territory assignments was a cause of friction between sales teams and it was difficult to gain a clear understanding of account and opportunity ownership.

Tens of thousands of duplicate records

Due to duplicate leads, Dotmatics’ Salesforce instance had approximately 90,000 records, many of which were duplicates. Not only did this create a lot of noise in their CRM, but old, disqualified leads would often reappear as new inbound inquiries, making data management even more complicated. 

Solution

Recognizing the need for a more automated and scalable approach, Dotmatics turned to Traction Complete to transform its lead management, data quality, and territory planning. By implementing a suite of solutions, they eliminated manual inefficiencies and optimized their sales processes.

Faster SLAs with automated lead routing

Complete Leads automated lead routing, ensuring inbound leads were assigned in real time based on predefined criteria such as geography. This dramatically improved response times, reducing them from 24 to 48 hours to just 5 minutes. With leads instantly reaching the right owners, Dotmatics could engage with prospects at the peak of their interest.

Fixing data quality with proactive and reactive deduplication

To address ongoing data quality issues, Dotmatics implemented Complete Clean, which automatically identified and eliminated duplicate records. This reduced noise in their Salesforce instance, ensuring a more accurate view of customer interactions and eliminating the need for constant manual cleanup.

Ensuring account ownership and GTM strategy with automated account hierarchies

For territory management, Complete Hierarchies provided a structured and visual representation of sales territories, replacing the reliance on cumbersome spreadsheets. Sales reps gained instant access to critical data points, such as open opportunities and closed deals, allowing them to make more informed decisions about account focus and go-to-market strategies.

“It’s 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?”

Additionally, Traction Complete automated account assignment, ensuring accounts were routed to the appropriate sales representatives based on established territory rules. By eliminating manual intervention, Dotmatics further streamlined its operations and reduced delays in the sales process.

Navigating complex enterprise sales required deeper insight into organizational relationships. Complete Influence enabled sales teams to map key stakeholders within strategic accounts, helping them build stronger relationships and align their sales strategies accordingly.

With these solutions in place, Dotmatics successfully transitioned from a fragmented and manual approach to a fully integrated and automated sales process.

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.

“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.”

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