Contact and Account Routing when Orchestrations are Creating New Records

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jeffsmith
jeffsmith Posts: 6 ✭✭✭
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For those who use orchestrations to create new contacts or new accounts, how have you managed the assignment of those new records?

Do new contacts inherit the account owner from the account they're added to?

When you create net new accounts, do those assign to the integration user and need to be reassigned, or is there a way to assign ownership of the new accounts upon creation?

Is anyone using the LeanData integration to manage ownership?

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  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭

    We have used this sparingly as the match rate between our CRM and 6sense is not always the best (accounts may already exist in the system that 6s thinks are net new).

    When we have done it, we ran the process manually, then I went through the accounts to review for accuracy, deleting any that were duplicates of existing organizations (IT really trusts me with data). Then I went back through and added contacts from ZoomInfo.

    As we have a system of accounts that are named vs. House, any new accounts added go to House but are created at the request of the BDR team who will go through them for prospecting. If anything bubbles up it goes to a named rep.

    All of our accounts are set up so that contacts created originally go to the person who created the contact but, once updated, default to the owner of the account. It adds a lot of manual work, but it's useful for keeping the data clean.

  • Kevin Ascher
    Kevin Ascher Posts: 14 ✭✭✭✭

    If you already have LeanData, go for it. But not necessary. You can use Territories or Flows to automatically reassign Account ownership on any criteria (they'll initially be owned by Integration User). Same with Contacts (they too would be initially owned by the Integration User).

    If you're having duplicate account issues with 6Sense orchestrations, a 3rd party data management tool could be a good choice. It will allow 6Sense to push the Accounts and Contacts into Salesforce and let the tool immediate manage matching and merging.

  • jeffsmith
    jeffsmith Posts: 6 ✭✭✭

    Thank you both for the advice! The matching accuracy between what 6sense deems new and what we have in our database is something we'll have to keep an eye on. We do have Ringlead, so it's worth exploring setting something up to dedupe. Some good things to think about.

  • Kevin Ascher
    Kevin Ascher Posts: 14 ✭✭✭✭

    @jeffsmith how did you choose to solve this?

  • jeffsmith
    jeffsmith Posts: 6 ✭✭✭

    @Kevin Ascher We ran into exactly what @Jana_Marketing_Maven mentioned. When we pulled a list of 1500 accounts out of 6sense that the filter logic told us were not in our CRM, it turns out that a couple hundred of them actually were. We've used Ringlead (Zoominfo) to isolate those duplicates for merging. Unfortunately, there's been a loss of confidence that we can use 6s for this in an automated way. Adding new contacts will be done by the reps once we've created the accounts, so they'll just assign them to themselves.

  • Kevin Ascher
    Kevin Ascher Posts: 14 ✭✭✭✭

    @jeffsmith just saw this on the quarterly product update - could it be helpful?

    https://support.6sense.com/knowledge-base/introducing-account-selection-during-contact-export/

  • jeffsmith
    jeffsmith Posts: 6 ✭✭✭

    @Kevin Ascher Our first step is creating new whitespace accounts that our reps can outbound into. This update could be helpful for the step after that, when we want to add net new contacts to those accounts. However, it's in the first step that we're having trouble. 6sense can create new accounts for us, but we're finding that those new accounts often aren't actually new. I hope that helps clarify.

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    @jeffsmith If you have Sales Intelligence, you can leverage Data Workflows for this and we've created custom match logic to avoid the duplicate issue you're running into with Orchestrations :)

    https://support.6sense.com/knowledge-base/mapping-profiles/

  • jeffsmith
    jeffsmith Posts: 6 ✭✭✭

    @Rachel Zerilla We do have Sales Intelligence, but due to limited seats, I don't have visibility into that side of 6sense. Can you share any other details about how you avoided the duplicates issue? Do sales reps create the new accounts, then?

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    @jeffsmith Data Workflows is for your admins, not sellers, but allows you to create enrichment plays or account & contact acquisition in bulk. You can do this in real-time, on-demand, or on-schedule. Were you able to access the Knowledge Base articles I linked? You can also reach out to your CSM for more info, and I can also connect you with one of our product managers :)

  • jeffsmith
    jeffsmith Posts: 6 ✭✭✭

    @Rachel Zerilla I was, thank you! I'll discuss internally and with our CSM. :)

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