Clean data leads to 23% increase in selling time



Tradeshift’s database contained many duplicates created intentionally to support their specific database structure and product offerings. As a result, it became increasingly difficult to manage their global compliance obligations. The more duplicates they had, the higher the compliance risk was.

Mari Miyamoto, Product Manager for Internal Systems at Tradeshift, was tasked with the challenge of organizing and gathering quality data for the Tradeshift team.

“The duplicate documents meant that there could be a compliance issue in terms of unsubscribes, GDPR, etc. Opt outs could only be registered on one record, which would have resulted in a violation of regulations for us,” said Miyamoto.

Tradeshift used the Salesforce deduplication tool to resolve its potential compliance issues, but quickly found that it lacked the level of sophistication and flexibility needed to handle their necessary account duplicates which separated parent accounts from regional accounts.

“We needed to be specific in terms of how we matched for a company that has multiple offices to ensure we were not merging them all together,” explained Miyamoto.

Miyamoto realized that records imported into their database from events or compiled lead lists contained only a name and email. Tradeshift didn’t have the data needed to support critical functions like segmenting, scoring and prioritizing. The company’s sales team was simply being handed low quality leads with little or no meaningful information.

“The quality of our lead data was a huge issue in terms of causing day to day frustrations and inefficiencies for our sales team. We were buying leads but couldn’t do anything with them,” said Miyamoto.

“Enriched and deduplicated data makes our sales team a lot more efficient because they’re not spending their time tracking down information, they’re spending more time selling.”

Mari Miyamoto

Product Manager for Internal Systems at Tradeshift


Tradeshift was in need of a platform that could improve their compliance by enriching and deduplicating their data as a single source of truth. They began using OperationsOS, an industry-leading data management platform that enables go-to-market teams to cleanse, enrich, and route their data assets to prepare for activation.

Tradeshift used Cleanse to clean and deduplicate their incoming lead records. Preventative deduplication on entry was established to avoid duplicates coming in through web form fills or list imports.

“We were capturing a lot of data in our forms, but, I think it wasn’t up to par with what we needed with our lead routing rules, so it was really helpful to have the enrichment piece supplementing the data as we were getting it,” shares Mari.

With the help of Enrich, the data coming in through webforms could be appended with the fields needed to segment, route and score their leads in real-time. Similarly, Tradeshift could seamlessly import, map, enrich, standardize, and merge their event and purchased lead list files with their existing dataset.

Using multi-vendor enrichment, Tradeshift was able to easily find, integrate and orchestrate data from multiple data providers with data standardized and segmented to their unique business requirements.

“We can use multiple data sources and pull them all together into a single enriched Salesforce record that can flow through our automations. Through this process, we know that we are providing our sales team with high-quality leads,” explained Miyamoto.

The Results

Tradeshift orchestrated its data using OperationsOS, which reduced the risk of compliance breaches and ensured that opt-ins, opt-outs, and unsubscribers are registered.

“Deduplicated data gives us the surety that when we record opt-outs or unsubscribes they are fully registered to that specific person, there are no other records out there,” explained Miyamoto.

The team also saw a 23% increase in selling time through reduction in lead research requirements. There was a 10 times more cost-effective use of resources using enrichment and duplication on creation compared to cleansing data after.

With OperationsOS Enrich ensuring that data entering through form fills was clean and complete, Tradeshift could use shorter web forms, resulting in higher completion rates and more relevant data to flow through segmentation, scoring, and routing automations. Tradeshift saw automated lead routing reducing spread to contact time, which allowed them to focus their time more efficiently.

“Enriched and deduplicated data makes our sales team a lot more efficient because they’re not spending their time tracking down information, they’re spending more time selling,” said Miyamoto.

OperationsOS has become a one stop shop for Tradeshift to manage data quality and they continue to use the platform as they roll out new products, using helpful filters such as record type as they explore new channels for leads. Having automated enrichment and normalization processes always on in the background has brought another level of assurance for Tradeshift as they continue to grow their database.

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