Account Level Opportunity Attribution
Our Account-level Opportunity Attribution allows us to adapt to cases where there are no explicit contact associations with Opportunities or the contact associations with Opportunities are incomplete.
This takes a very holistic view with the broadest influence on the overall account that is associated with the opportunity. This will include engagements that are directly captured at account level from ABM engagements and tools like DemandBase, 6sense etc, alongside any engagements associated with leads/ contacts associated with the same account.
How does RevSure connect leads and contacts to accounts and opportunities that are not in the CRM/MAP or not mapped properly?
RevSure enables several configurable data harmonization, linkage, enrichment ,and handling resolution scenarios as part of its data model and data graph.
Our end-to-end data flow encompasses:
-Data Ingestion from source systems
-Mapping and Integration into an abstracted semantic data model
-Graph Construction and Entity Linkage to establish relationships across data entities
-Entity Resolution, Deduplication, and Harmonization to ensure consistency and accuracy
-Data Transformation Pipelines tailored for application consumption and AI model readiness
Below are just a few of the configurable resolution strategies that help RevSure stitch together buyer journeys and funnels across multiple systems. Since we have a platform approach, we maintain the flexibility to add more ML or rules-based logic to address various scenarios:
Various scenarios and resolution strategies
Entity Linkage Scenarios
Entity Linkage Scenarios | Resolution Strategy and Configurable Options |
|---|
Primary Contact present on Opportunity | Simple Scenario: Use Opportunity Contact Role where Primary = true, can be configured to use a custom attribute setup in the source system |
No Explicit Primary Contact on Opportunity | Select the oldest contact linked to the opportunity or the contact with activities most closest to the opportunity creation time before the opportunity creation time |
No Explicit Contact / Contact Role on Opportunity | There are several strategies that we can use for this. Based on the customer context. Use the oldest contact from the opportunity’s associated account Use contacts with activities in the associated account within a time window (+/-) of the Opportunity Creation, Associated contacts with activities in the same accounts during Opportunity Life Cycle, Assigning contacts to opportunities based on email participants and emails associated with an opportunity
|
Lead tied to Account | We use the source Account ID linked to Leads wherever available. (E.g: SFDC, Hubspot, MAP, Outreach, etc. Contact objects) |
Lead not tied to any Account | Based on company attributes and lead attributes, use domain-based and other ML based multi-attribute matching to create associations; create a new account if no existing match is found |
Contact not tied to any Account | Based on company attributes and contact attributes, use domain-based and other ML based multi-attribute matching to create associations; create a new account if no existing match is found |
Duplicate Leads | Deduplicate based on name, account, email and other identification attributes which are configurable under the Entity Resolution Module. We use mulit-attribute ML based algorithms
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Duplicate Accounts | Deduplicate based on domain, name and other identification attributes which are configurable under the Entity Resolution Module. We use mulit-attribute ML based resolution algorithms
|
Linking Accounts and Leads across Systems | Use ID-based linkages across systems eg: SFDC lead id; fallback to name or domain matching when IDs are missing |
Campaign Resolution | Deduplicate using campaign name and campaign member engagement data - if we see two campaign members for different campaigns within x mins of each other for a large number of leads - consider them identical/ duplicate campaigns. If there is a naming convention that is used while syncing data between these systems, we take that as a configuration
|
Web Activities Tracking | Prioritize RevSure first-party data per visitor/lead/contact for same web activities across multiple sources; fallback to the MAP (HubSpot, Marketo), etc. |
Account to Opportunity Mapping | Match opportunity and contact attributes (based on attributes such as domains, etc.) to existing Accounts, or create a new Account if no match is found. We use mulit-attribute ML based matching algorithms |
Enrichment Scenarios
Scenario | Enrichment Strategy |
No Leads associated with Visitor | Use visitor de-anonymization techniques from our data partners (RB2B, 5x5Coop) and match them to CRM leads using email, name + company etc. Create new lead records in RevSure if no match. |
No Account associated with Visitor | Use IP to Company de-anonymization techniques using our data partners (PDL, 5x5Coop or customers' 6Sense account) to reveal Account information on Visitors. De-anonymized accounts are mapped to existing Accounts in CRM if a match is found, otherwise a new Account is created in RevSure. |
No Account associated with Leads/Contacts | Contact enrichment is done through our data partners such as MixRank, PDL etc. to enrich Account information on Leads |
No Work Email / Phone Number on Leads / Missing data on Leads | Contact enrichment is done through our data partners such as MixRank, PDL, Limadata etc. to enrich Work email and Phone Number, LinkedIn URL etc |
Missing data on Accounts | Account enrichment is supported through data partners PDL, 5x5Coop etc. to enrich Accounts with information on Firmographic, Technographic, Funding etc |
Advanced Details
Here is a link to our FAQ that has more details on various tracking scenarios and methods: