NCircle Customer Success

Don’t let her title fool you, Susan McCorriston, the Director of Marketing Communications at nCircle, is all about revenue.  Her job is to make sure that her counterparts in sales make their number each month.  She is a member of the emerging breed of marketer laser focus on the need for marketing to contribute to the revenue pipeline.

When she started looking for ways to increase the revenue contributions of marketing, she quickly focused on their marketing lead database.  “We spend so much of our budget on acquiring names, I couldn’t stand to see so many of them simply “go dark” when we couldn’t make contact.  When someone hits the delete key, we flush $25 of marketing spend down the drain.  It was gut wrenching for me.” 

But unlike many marketers who live with the ongoing frustration of an underachieving marketing lead data, Susan took matters into her own hands.  Fortunately, her responsibilities allowed her to pursue a solution to their marketing database blues.  Any database solution would have to work within their integrated environment that included on demand applications for marketing, sales, and data management.

The Solution:  ReachForce Data Cleanse

After learning about the methodology and logic behind the ReachForce offerings, and comparing success rates to the competitors’, Susan turned her marketing database over to ReachForce to standardize, de-duplicate and merge lists, and append missing information prior to the CRM implementation.

Missing attributes, such as phone, mailing address, industry, and company revenue and number of employees were flagged. Next, duplicate records were identified; this went beyond just names, to consideration of addresses, titles, and phone numbers. SIC and NAICS codes were appended. Finally, email deliverability was scored through ReachForce’s platform.

The Result:  A tremendous reduction in waste

“Our database is the fuel that drives our lead generation efforts,” adds McCorriston.  “Now our ISRs have a resource that stands by our sales team as they drive for top line results.”  The results have trickled all the way to the bottom line.  In the first quarter after working with ReachForce, nCircle was able to identify over a half million dollars in sales that grew out of lead records that were candidates for deletion. 

She intends to build on her newly cleansed database with quality inputs, especially from inbound forms.  We use ReachForce and several other software tools to eliminate duplicates and eliminate new garbage flowing into our marketing lead database. McCorriston concludes, “Our CRM is a living, breathing business tool that changes every day. As our marketing strategy becomes even more precise, data will continue to grow in importance,” sums up McCorriston. “We must treat it that way and never assume it is finished.  ReachForce turned our data quality in a positive direction.  Now that we have seen the potential for revenue gain, we are in this for the long haul.”