The Cost Of Poor Matching
What happens when you use just domain matching or sub-standard
fuzzy matching?
The downstream impact of poor matching is more significant than we imagine. It slows down our sales
cycle, we lose deals to competition, or worse to inaction, and finally, we fail to recognize the impact of
marketing on pipeline and revenue.
PRODUCT SHEET |
THE COST OF
POOR MATCHING
1 in 4 Leads are
incorrectly assigned*
1. You lose or delay deals because Account
Executives (AEs) cannot automatically see
all new leads that match with their account.
Reps spend up to 4-5 minutes reassigning
leads that were incorrectly routed.
14% Higher CTR** when
emails are personalized
^
3. Nurture campaigns are incorrectly
personalized when leads are matched
to the incorrect accounts and the wrong
account-level data is appended onto these
leads. Imagine sending a lead a prospecting
email when she actually works for a company
that's already a customer.
57% Companies don't
create ideal buying
experience*
2. Prospects report a poor buying experience
as they get calls f rom multiple SDRs,
sometimes when they're in active opportunities
with an AE. Without the right matching,
outreach efforts are not aligned, creating a
negative association with the brand.
15% Less revenue
attributed to Marketing
with poor matching
#
4. Marketing campaigns do not get
due credit when leads don't match
with accounts and as a result marketing
touchpoints on leads are not related to
revenue.
*LeanData State of Lead Management Report 2017 ** Click Through Rate ^ Aberdeen Group # RevPulse Case Study
LeanData matched
~1 million leads with
99.9997% accuracy
"We have relied on LeanData to do matching, and we
noted an incorrect match three times. Only Three.
That's much better than we could have achieved manually."
DANITA FLECK
Manager of Marketing Operations at Gigamon
How Poor Matching Will Cost You
Imagine a new lead, Rob Smith, who fills out his company name as "HP" and email as "rob@gmail.com".
If the HP account in Salesforce is set up as H.P. or Hewlett Packard, sub-standard matching solutions
will not recognize this as a match. The result:
1. Two different reps work on differently spelled account names. That's a disaster waiting to happen.
2. If you auto-create new accounts for non-matches, you may add Rob to a Google account.
3. If you delay or lose Rob's lead, you may end up delaying or losing millions of dollars in
potential deals.
