RevOps Leaders Consolidate their Routing & Lead Intake with Data Orchestration

RevOps Leaders Consolidate their Routing & Lead Intake with Data Orchestration

Table of Contents

Being able to efficiently maintain a high-volume and high-velocity revenue funnel is a requiremet to be a fast-growing company—which is why Lead Routing the most critical revenue process.

Delays in the lead-to-revenue process, particularly when it comes to lead follow-up, can destroy a company’s sales funnel. Slow lead routing and response times make it 7x less likely for a company to qualify leads.

RevOps and pipeline managers know this: lead intake and routing are built on a deceptively complex set of jobs, oftentimes built asynchronously within a myriad of third-party tools that are slow and error-laden.

Consider the overall processes for lead routing:

  1. Lead Intake – Capture a lead from a given source (e.g., website forms, live chat, list uploads, Ad vendors, etc…)
  2. Validation – Ensure an email is valid before allowing it into any system of record
  3. Dedupe/Merge or Insert – Create leads in the system of record if there are not any existing records for the prospect already
  4. Enrichment – Programmatically enrich data required for routing or accurate scoring. Send those still missing important data to manual enrichment
  5. Lead-to-account matching – If lead belongs to an existing account in system of record, associate to account
  6. Standardization – Normalize enriched data values to a standard taxonomy (i.e. California = CA) ensuring external data is usable by external systems & processes
  7. Segmentation – Create custom segmentation rules and group leads by job level, job role, industry, geography, or any other specialized grouping
  8. Scoring – Apply a score using demographic, firmographic, and behavioral attributes
  9. Routing – Check rules of engagement for a prospect in order to route appropriately (e.g., round robin, direct assignment, etc…)
  10. Sequencing & Booking – Start sales outreach asap and book meeting

With RingLead, Sales and Marketing teams have been able to consolidate all these processes into a single Data Orchestration Platform and flowstep to streamline and empower their lead engines, enable their teams to manage a high velocity of inbound leads, and empower their go-to-market (GTM) initiatives.

Case Studies:


Kaseya set up Deduplication and Lead-to-Account Matching into their routing workflows to enable a land and expand GTM strategy.

Kaseya solved their existing duplicate problem and set up robust lead routing and orchestration workflows to accelerate their company’s acquisition strategy by enabling a land-and-expand go-to-market.

Before RingLead, they were unable to set up workflows that allowed multiple business units to sell into the same account, as they needed the flexibility to enable purposeful duplicates at the lead level. Without the use of an intelligent routing system and data orchestration, they were unable to optimize their lead assignment, which limited their ability to implement their GTM.

Kaseya took advantage of RingLead’s all-in-one orchestration tool and implemented multiple workflows for lead to account matching, deduplication, and lead routing, saving time and money and increasing conversion rates.

Juliet Forte, Marketing Ops at Kaseya, contributes the following to the conversation:

  • “Since we set up RingLead, our conversion rates have improved significantly. Sales reps are no longer wasting time on duplicates or incorrectly assigned leads.”
  • “We can retain hundreds of more leads per week by using intelligent routing for more speed and accuracy.”
  • “With RingLead we know the lead is getting assigned to the accurate person. We have reduced our follow-up time by as much as half.”
  • Lead to account matching is vital for our routing to support our land and expand strategy. We can now associate a new lead with the existing customer accounts, associate that record to the appropriate account manager, and make sure that they can grow and expand that customer relationship.”
  • “I recommend RingLead to any marketing operations or sales operations team with many duplicates they can’t get a handle on within their system. If you are struggling with lead routing and implementing a robust lead routing platform to help you achieve your goals, RingLead can help.”


Iryna Zhuraval increased conversion rates and the overall effectiveness of Altium’s sales team with real-time Lead to Account Matching & Deduplication.

Altium’s sales team realized they were wasting hours per week due to incorrect lead routing. Altium also found they had a surplus of duplicates in Salesforce and Marketo and that hundreds of duplicates that were entering their GTM systems every day, which was keeping sales conversion rates low.

After removing 200,000 duplicates from Altium’s Salesforce and Marketo, Altium streamlined their lead intake process with real-time lead to account matching and deduplication workflows – which Iryna says “had a direct impact on revenue and pipeline.”

“RingLead Lead to Account Matching & Dedupe accelerated our sales cycle which had a direct impact on our pipeline and revenue growth. Sales is no longer wasting time on duplicate leads or calling leads at customer accounts.”

— Iryna Zhuravel, Head of Growth at Altium and 2x Marketo Champion


See how Esko applied Normalization, Enrichment, and Lead-to-Account Matching to prioritize, distribute, and follow up with leads faster.

Before RingLead, Esko had many leads coming through their website, but they were not following up on them. The company needed to identify and prioritize leads, but poor database hygiene, incomplete record data, and a lack of lead-to-account matching meant they couldn’t, so:

  • Leads couldn’t be scored
  • Leads couldn’t be prioritized
  • The competition was faster
  • Esko lost the lead, lost the opportunity, the sale, and the revenue

Esko fixed this problem with RingLead’s platform to perform a range of functions to enable them to prioritize leads and contact them quickly. They enrich their data as soon as possible so they can then match leads to account. The company then uses RingLead’s account-based scoring & segmentation to prioritize leads based on the enriched information.

Their new prioritization helps in identifying the best potential leads for sales coordinators to follow up with. It helps them know which ones to answer and without all the manual processes they can contact their leads quickly, before the competition.

“It was so hard to prioritize them, we didn’t know what the best leads were to follow up. Important leads were not identified and were stuck for days in our Salesforce. It lost us money.”

— Bart Audenaert, Marketing Database Specialist at Esko

Cockroach Labs

Cockroach Labs united their GTM systems and multiplied the impact of their RevOps team by by setting up real-time Normalization and Duplicate Prevention triggers.

Cockroach Labs routes leads based on Location and Revenue, so when their data isn’t normalized, the routing rules aren’t applied and chaos ensues.

Cockroach applied RingLead’s duplicate prevention and data normalization to ensure leads are routed to the right sales rep. “This saves me countless hours per week that I used to spend manually re-routing leads,” Nick says. “I am now spending more time on initiatives that have much higher impacts on our organization’s bottom line.”

“Our routing didn’t work before using RingLead to dedupe, normalize, & segment all leads.”

— Nick Lauricella, Marketing Operations Manager at Cockroach Labs


Integrate leveraged Lead-to-Account Matching, Normalization, and Deduplication into their routing to decrease their lead response time and improve CRM adoption among formerly disgruntled sales reps.

Integrate needed territory and account-based lead routing scenarios in their business. They also needed to route based on the Parent or Child relationship on an account . Prior to RingLead They were unable to perform these routing scenarios due to the following:

  • The Round-Robin-only functionality native to Marketo has no territory assignment option.
  • Inability to identify and preserve parent-child related accounts when deduplicating.
  • Inability to route based on the relevant account hierarchy and associated territory.

Integrate used RingLead’s single-platform solution to apply both lead-to-account matching and normalization before deduplication. By enhancing leads with related account data and normalizing, Integrate has been able to prioritize which parent or child account a lead is linked to and remove any unwanted duplicates.

Using predetermined jobs and customizing them to run for different scenarios, complex routing has been made easy. By orchestrating their data, Integrate has gained route efficiency and significantly improved their speed to lead times.

RevOps Leaders Consolidate their Routing & Lead Intake with Data Orchestration

“With RingLead we only need 1 platform for data quality and lead routing,” says Ashley Langford, Sr. Marketing Ops at Integrate and Marketo Champion. “Leads are now assigned much faster, and routing is much easier to manage.

RingLead proved to be a better alternative to it main competitor for Routing & Lead to Account Matching—not only because it is more customizable & easier to use, but because it’s a full platform.

In one API call, a record is enriched, normalized, and routed to the appropriate SDR, this is all before it even hits Salesforce. Deduplication is a great precursor to exceptional lead routing.


Watermark Insights not only enriched their data, but harnessed single platform data orchestration to normalize, enrich, deduplicate, segment & score their database.

Thanks to Ringlead, Watermark Insights was able to cleanse their data following an acquisition and remove 100,000 duplicates in a few weeks. By enabling deduplication and lead-to-account matching they gained a more accurate view of accounts and leads by using account data at the lead level. Using segmentation and scoring, Watermark was able to prioritize accounts for both their sales executives and marketing efforts.

Watermark now orchestrates their data as it flows through their operations. With each process their records go through, the more accurate and useful their database becomes. With complete, rich and current data on their records can automate complex lead routing scenarios and route leads quickly to reps.

“With RingLead we can enrich our database for leads, contacts, and accounts and use orchestration to normalize, cleanse, deduplicate, segment our data and match leads with accounts. We have been able to leverage all these functions to enable fast and accurate routing of the right leads to the most suitable reps.”

— Austen Adair, Vice President of Sales Enablement

“It’s essential for us to have understanding of the account to be able to fire the complex routing rules that we have in our organization.”

— Calon Alpar, Senior Manager of Demand Generation


Openspace relies on Lead-to-Account Matching, Enrichment, and other processes automated by RingLead to make their routing accurate and unify data silos.

Prior to implementing RingLead, the routing and lead follow-up process at Openspace was chaotic. The round robin process was essentially nonexistent, and existing messy routing steps required a lot of time-consuming manual effort.

Luis David Real, Revenue Operations Manager at OpenSpace, has been able to cultivate massive change with RingLead. Not only has he set up redundancies to unify data silos and operationalized formerly manual processes but he also takes advantage of RingLead’s Zoominfo integration to flesh out leads before they are routed.

This change has facilitated more efficient lead follow-up and has reduced internal tension among teams. Time is saved through automation and through a decreased need for training. Openspace has an all-around more agile lead lifecycle.

“Before RingLead, multiple API web-calls significantly slowed down our lead-routing process. Now, RingLead does all of the heavy lifting. Having a tool like RingLead makes me more valuable.

— Luis David Real, Revenue Operations Manager at OpenSpace


See how Exterro expanded into new markets by integrating Zoominfo contact data into their complex routing workflows empowered by Multi-Vendor Enrichment, Segmentation, Deduplication, and Normalization.

Exterro’s growth and expansion into new markets meant they needed more efficient processes for operations. They needed to cater to different market types and regional territories with different routing strategies using Regional Territory’s for accounts, Round Robin for the global market, and State Ownership for US leads. Using native Salesforce routing had worked in the past, but this no longer met their needs as it did not provide the cross-object referencing needed to route Leads to Accounts based on an account’s location.

Exterro chose RingLead as their routing solution as it provided flexibility and scalability for complex routing. The team has leveraged deduplication, normalization, enrichment, and segmentation in addition to routing, resulting in high-quality data that empowers effective lead routing for more positive sales outcomes.

Cody Bustamante, Salesforce Administrator & Marketing Operations Manager at Exterro, had the following to say about the RingLead platform:

RingLead does so much more than just routing. I could see that I could do real time enriching through third party tools that were integrated, deduplication and duplicate prevention, as well as normalization.

I get to be the hero at my company because I’m able to route leads quicker and cleaner and my CFO feels comfortable that she was able to purchase a software at a price that she felt comfortable with.

MCG Health

MCG Health used Normalization, Lead-to-account Matching, and bulk updates to manage territories, align teams, and increase the effectiveness of their sales machine.

MCG Health was experiencing poor follow-up time due to inefficient lead routing. Not only that, but data challenges like decay and lack of standardization were eroding the success of their marketing and sales activities and ROI.

  • Uses Mass Update to orchestrate system wide changes to account ownership in seconds
  • Normalized fields like states in the format requireed by their routing rules
  • Lead to account matching to route leads based off account geography and ownership

By performing mass updates and data normalization using RingLead’s Data Orchestration Platform to standardize data such as State, Job consistently flows through their systems for routing, reassignment, and reporting. MCG Health now enjoys automated, accurate routing to the right people and faster follow-up by Account Owners to optimize lead interest and conversions.

“Lead-to-Account Matching enables routing and ABM.”

— Brian Vaughn, Director, Sales Operations at Medical Review Institute of America


Tradeshift leveraged Deduplication and Enrichment to maintain opt out compliance and increase conversion rates with faster more informed lead follow up.

Inbound leads coming in through Tradeshift’s webforms did not contain the data that was necessary in order for their automated routing rules to work. Tradeshift was missing data throughout their database, impacting critical functions like routing.

The lack of vital data reduced their lead routing automation functionality, resulting in:

  • Hours wasted daily performing manual routing.
  • Reduced workflow and assignment efficiency.
  • Impaired speed to lead time.

Tradeshift began their journey by using RingLead to cleanse and deduplicate their lead records—but it didn’t stop there. Tradeshift was ultimately able to integrate with multiple data providers and leverage standardization and segmentation as needed. They can now define and enrich records based on the data required for their automated routing rules, enabling a seamless flow to their sales teams.

RevOps Leaders Consolidate their Routing & Lead Intake with Data Orchestration

“Lead routing wasn’t going as expected because we were simply missing the information we needed for our lead routing rules to function. It was really helpful to add the Enrichment piece.

— Mari Miyamoto Product Manager, Internal Systems at Tradeshift


See how duplicate Normalization, Deduplication, and Lead-to-Account Matching helped Datto improve their Salesforce and Marketo performance.

Datto was using Salesforce and Marketo as the main components of their sales/marketing operations. However, they had a myriad of data issues hampering performance and driving down ROI on the software investment:

  • ABM campaigns were performing poorly because of a lack of robust lead-to-account matching.
  • Duplicates pervaded their systems, inflating storage costs and making reporting and marketing attribution nearly impossible.
  • Non-standard data sabotaged their lead assignment model. Leads could not be properly routed because of acronyms, typos, and other formatting issues. This delayed follow up and drove conversion rates down drastically.

Datto deployed the RingLead Platform to try and tackle all of their data quality problems, rather than rely on point solutions to piece together their data quality strategy. After launching and implementing RingLead Cleanse and Prevent, Datto saw noticeable improvement in their Salesforce and Marketo performance.

In addition to being able to accurately attribute leads to opportunities without duplicates skewing metrics, the company optimized the lead-to-rep process by routing leads based on standardized field values.

“RingLead helps us with duplicates, routing, and lead-to-account matching.”

— Dory Viscogliosi, Marketing Compliance Program Manager at Amazon Web Services

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RevOps Leaders Consolidate their Routing & Lead Intake with Data Orchestration

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