Learn how Sullexis helped a global technology company organize its customer data following multiple acquisitions by using LinqIQ, an intelligent hierarchy solution. The Challenge:
Following multiple acquisitions, the Client faced significant challenges with disparate customer data spread across three CRMs and one ERP system. Business users in Sales, Marketing, and Revenue Operations struggled to gain a comprehensive view of customer interactions at a macro level. Managing major accounts like Dell, which had over 900 customer account records, became increasingly difficult, as multiple sales representatives engaged with Dell without a consolidated overview of the total pipeline or associated activities. The Data and Analytics team was tasked with building ad hoc reports for the business to help with their concerns, but keeping up with the growing account sets proved to be difficult. Account proliferation and data quality was a growing challenge as 30k new accounts were created monthly within and across the various CRMs. The Client business and data teams were relying on manual reporting to comb through and join customer data that spanned across multiple systems to build their GTM strategies and facilitate QBRs. The Solution To address the fragmented customer data LinqIQ —an intelligent hierarchy solution developed by Linq Analytics, a sister company of Sullexis—was deployed. LinqIQ creates and maintains a Single View of Customer, organized in a way that aligns with how a company sells to and supports its largest customers. LinqIQ automatically assigns every customer and prospect account record within the CRMs and ERP into logical groupings based on the company’s sales and marketing strategies. Each logical grouping within LinqIQ is assigned a unique ID, which serves as the key to unlocking valuable customer insights. LinqIQ was deployed to ingest records from all of the Client’s source systems storing customer data, including Salesforce and NetSuite, and group them based on our Client’s Go-To-Market (GTM) strategy. As new account records were created or existing records were updated within any of the source systems, LinqIQ would automatically place them into their appropriate GTM and Global customers. To improve data quality, the client activated LinqIQ’s duplicate detection feature to help identify duplicate customer and prospect account records across the various systems. In addition, LinqIQ’s Data quality scoring system was enabled. The data quality scoring was tailored to the Client’s specific needs and aligned with how they approached customer record management. Accounts that scored low on data quality were easily identified and sent to data stewards for clean up or deletion. The Client pulled LinqIQ hierarchy IDs and related data into their internal data lake, which allowed the Data and Analytics team to build advanced analytics on customer data across all source systems. The API was also used to integrate the hierarchy structure directly into the Client’s CRM, ensuring data consistency across platforms. LinqIQ was used as the system of record for the Single View of the Customer, as well as the master hierarchy for customer records. Any necessary adjustments to the customer hierarchy could be made directly through the LinqIQ user interface, ensuring that updates were seamlessly pushed to both the source systems and reporting landscapes via the LinqIQ API. The Result: LinqIQ successfully provided the Client with a Single View of the Customer, with every customer account and prospect record placed within a GTM strategy and global customer structure. For major customers like Dell, all associated accounts were rolled up into a single unique ID provided by LinqIQ. The data and analytics team was able to connect to LinqIQ’s API to bring the consolidated customer data into their data lake where it was then able to be joined with transactional data from various systems, eliminating the need to extract and manually combine and transform data from multiple systems. LinqIQ’s duplicate detection and data quality scoring systems allowed the Client to reduce their customer account records by 250,000, identifying duplicate records based on hierarchical placement and matching attributes. This helped streamline the Client’s data cleanup efforts during the CRM consolidation process. LinqIQ’s hierarchy structure was considered the master hierarchy for our Client. As such, they were able to leverage LinqIQ’s clean, three-level hierarchy structure directly in their CRMs by connecting to LinqIQ’s API. All the CRM accounts were parented by a LinqIQ GTM and Global Customer using the source systems native parent-child functionality. This reduced data stewards’ manual hierarchy management activities, provided customer visibility to sales users, and simplified in-app reporting. Because the sales teams were able to see all related customer accounts, account proliferation was significantly reduced. With the LinqIQ hierarchy in place, the Client confidently transitioned from three separate Salesforce instances to a unified Salesforce platform. During this transition, LinqIQ provided an intermediate, consolidated view of customer data, enabling teams to maintain productivity and visibility into customers while moving toward a single CRM environment. Key Outcomes of This Case Study: Single View of Customer- A consolidated view of customer data across all systems, eliminating data silos for the data and analytics team and enabling business users in Sales, Marketing, and Revenue Operations to make informed strategic decisions on their customers
- Insights for system integration: The single view of customer generated by LinqIQ was leveraged while the Client was planning and executing a CRM integration, providing consolidated customer views, minimizing disruptions to the business, and enabling data quality checks as they moved to a single CRM instance
- Customer data cleanup: LinqIQ’s duplicate detection and data quality measures lead to an efficient and ongoing customer data cleanup process, improving data accuracy and enhancing the reliability of customer data
- SFDC improvements: LinqIQ’s hierarchy structure was mirrored in Salesforce, slowing down account proliferation, providing full visibility into sales activity at a customer’s global level, and simplifying in-app reports and dashboards
Closing Summary: With the help of LinqIQ, Sullexis enabled the Client to transform fragmented customer data into a unified, actionable resource, streamlining both CRM consolidation and ongoing data quality efforts. By providing a comprehensive Single View of the Customer and simplifying data management processes, LinqIQ empowered the Client to leverage their customer data in an efficient way while data was spread across multiple systems