#The challenge
The company was hiring regional directors and reps quickly, and the CRM underneath them was close to empty: no account enrichment, no territory model, no lead routing at all. Inbound landed in a default house-owner bucket because there was no data to route on and no owner map to route to. Everything had to be built in weeks, and built so the internal team could maintain it afterwards rather than filing a ticket for every territory change.
#The approach
Evaluate the enrichment vendor, then roll it out properly
Ran a vendor evaluation across several enrichment providers, then connected the chosen one to the CRM with instant enrichment on record creation, dedicated enriched-data fields and a dedicated account-page section — plus a bulk-credit budget (roughly 65,000 credits) with governance guidance so a growing team could not silently burn it.
Territory design and automated segmentation
Built a territory-region custom object and an automated commercial-versus-enterprise split at a 1,500-employee threshold, then mapped domestic regional territories with sub-region and county/postal-code splits for the densest region, plus international territories.
A routing engine the client can maintain
Built the router on custom objects — round robin, round-robin user and lead routing — with lead, contact and account matching, a no-match default fallback, duplicate handling, and active/inactive rotation so reps can be pulled out of the pool without a code change. Deliberately built as configuration rather than code, then QA'd end to end and pushed live.
Outbound activation and signal consolidation
Stood up sequences that auto-email on behalf of the contact or regional-director owner when an inbound form is filled, and consolidated web-visitor and social-mention signals into a single enrichment layer instead of separate point tools.
Alerting, hygiene and CRM governance
Configured inbound-lead alerts and account-owner tagging into chat; ran dedupe and merges, domain normalization, account-type automation (prospect to customer or churned) and ownership backfills; and added validation rules including an account-ownership cap and anti-grab rules so a growing sales team could not hoard accounts.
Enablement and recurring event lead operations
Wrote a lead-routing SOP with recorded walkthroughs and set up the forecast hierarchy so the team could self-manage territories, and ran recurring event lead operations — enriching, loading and campaign-tagging conference lists on a fast post-event turnaround.
#Outcomes
Full account base enriched
Roughly 8,700 existing accounts were enriched once the provider was connected, with net-new accounts auto-enriched on creation.
Routing engine live in production
The custom-object routing engine was QA'd end to end and pushed live, replacing no routing at all.
Misrouted enterprise accounts reassigned
Roughly 2,300 enterprise accounts that had been parked with the default house owner for lack of enrichment data were reassigned to the correct regional directors once territories and enrichment were in place.
Fast post-event lead turnaround
Roughly 325 net-new leads from a conference list were enriched, loaded to the CRM and added to campaign in a quick post-event turnaround.
Eight workstreams delivered in parallel
GTM-operations delivery ran across eight parallel projects in a six-month window.