Help/Ideas Requested: Automated Account Orchestration - Avoiding Duplicates

@Brandon McBride unfortunately, it goes well beyond that. For the 30-40% we end up deleting the most common reason is that the account already exists in our database, but with a different website/domain (one that is more current than what 6sense has OR we have the old one and, once updated won't cause the issue, but it's more common the problem is an older domain on the 6s side).

Other reasons include us having the account but not at that location (and while I could set up parent/child association to the new account, we often just have a 'one account to rule them all' strategy for those).

And every now and again we get an account that isn't really in the industry that 6sense thinks it is. An example recently is a car wash that came over as a manufacturing organization.

OOH! It's a bit of work, but…. @charlotte.spangler you may be on to something there. Create a "Don't want this" segment and every time I come across one I could add it. Manual to do BUT would then be the negative segment for anything used for orchestrations!

Not ideal but definitely do-able. Thanks!

@CodeMan8118 Good idea, and if I were also the SFDC Admin, I probably would.

Unfortunately, because 6sense uses the +1 for phone #s and we don't, and they use domain but we use website, the match rate just isn't great. This is the problem with all data providers, truly, the rules for matches are either too strict or too loose.

We're about to implement a new tool - ActivePrime - to help with duplicates, etc. Hopefully there may be some rules or tools there that will help. In an ideal world I could use that to do the import and it would flag things it thinks are dupes and allow me to review. Sometimes a duplicate is not really a duplicate (It amazes me the # of businesses in the same state that have the same name but are clearly not the same company).

@Hunter_Kincannon not entirely, but the Audience Workflow has at least allowed me to narrow focus quite a bit and is giving me more confidence overall in the data. We can now ensure that the accounts are only getting added to the correct record type (division), and we can focus on specific countries (IOW If I had Company XYZ for the US and was adding Orgs only for the US, that org would be left out).

I am still not doing this fully automated. I am too control-freak to allow that generally. That said, the contact creation is better and with a lot more nuance than before. Though we are not doing anything automated, we do have a lot of manually run programs to add contacts, move contacts to campaigns and other such things.

The ActivePrime thing fizzled out with the IT staff (said it did not do what they expected it to, and so abandoned it). Hope all that info helps.

@Hunter_Kincannon We only service Canada and the US so overall it's not really an issue for us. For the time being Contact creation is limited to the US as Canada's CASL (email anti-spam legislation) prevents us from emailing contacts with whom we have not done business or haven't directly requested information. Within marketing we are capable of ensuring those contacts do not get emails, however we do not manage the Sales enablement platform and so are leery of adding contacts with emails that may get bugged.

As to accounts for marketing/sales engagement - I do have some of our Canadian reps getting notifications on accounts not in CRM for specific engagement types and from there it is up to the sales rep on if they want to add it to the system. If they need additional information to do so they reach out to me. Somewhat inefficient but for our purposes it works.