Sales ops · Production

Navisite cleans post-merger CRM chaos with Demandbase, cutting account records 85% and driving 80% daily rep adoption

The problem

After merging four companies, Navisite's CRM contained six duplicate account records per account along with excess duplicate contacts and leads, and an inconsistent patchwork of data maintenance processes. Reps wasted hours doing research and still often missed the mark on targeting.

Workflow diagram · grounded in source
1
CRM deduplication
integration
“They used Data Integrity to remove all the duplicate records from their bloated database”
2
Data clean, refresh, and enrich
integration
“and then to clean, refresh, and enrich the remaining data”
3
Intent and technographic insights
ai_action
“additional insights from the Sales Intelligence — such as intent signals and technographic data”
4
Automated data refresh
integration
“the sales team keeps their own records up-to-date using the one-click CRM refresh feature in the Sales Intelligence solution”
5
Targeted list building
output
“Sales Intelligence list building capability that sales and marketing use to build highly targeted prospect and campaign lists”
6
Family tree account expansion
output
“using family trees to surface new opportunities and generate account plans that leverage one existing relationship to reach out to other related accounts and get warm introductions”
Reported outcome

Navisite reduced account records by 85%, contacts by 66%, and leads by 50%, with 80% of reps using Demandbase Sales Intelligence daily and $50K avoided on consultant spend.
Reps now trust the data and use it every day.

Reported metrics
Account records reduction85%
Contacts reduction66%
Leads reduction50%
daily rep adoption of Sales Intelligence80%
Show all 6 reported metrics
account records reduction85%
contacts reduction66%
leads reduction50%
daily rep adoption of Sales Intelligence80%
avoided consultant spend$50K
rep confidence and satisfactionreps' confidence in the data and tools, satisfaction in their jobs, reduced turnover
Reported stack
Demandbase Sales IntelligenceData Integrity
Source
https://www.demandbase.com/resources/case-study/navisite-feeds-funnel-data-sales-intelligence/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Navisite reduced account records by 85%, contacts by 66%, and leads by 50%, with 80% of reps using Demandbase Sales Intelligence daily and $50K avoided on consultant spend.

What tools did this team use?

Demandbase Sales Intelligence, Data Integrity.

What results were reported?

Account records reduction: 85%; Contacts reduction: 66%; Leads reduction: 50%; daily rep adoption of Sales Intelligence: 80% (source-reported, not independently verified).

How is this sales ops AI workflow structured?

CRM deduplication → Data clean, refresh, and enrich → Intent and technographic insights → Automated data refresh → Targeted list building → Family tree account expansion.

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