Where you want to do whitespacing of products or opportunities depending on your go-to-market motion, this approach can be particularly useful.You’ve augmented your tech stack with RevOps solutions like LeanData or Ringlead capability within ZoomInfo.Your organization is significantly more mature in use of systems and are highly skilled internally (SFDC admin and RevOps, we’re looking at you!).Your product set is well defined in Salesforce.US healthcare with 300 systems or an enterprise sales person focused on strategic accounts) where a pure account-based selling motion makes a ton of sense to execute against. Your target market is small or well-defined (e.g.There are indeed cases where making this kind of change of architecture makes sense such as: If you’ve heard, "Death to the MQL," some in the industry are advocating using an all contact and opportunity data model in (which represent ~30% of all companies using Salesforce). Related Article: 3 Ways Marketers Can Ease Account-Based Transition for Sales The Contact/Opportunity Model - Death to the MQL! This ~70% leads object use benchmark has been relatively static over nine years, even with ABX platforms being introduced the last five years. ~70% of companies use the leads object today according to 2021 industry data (N=1200), our own LinkedIn polls, and 2013 data identified by CRM Fusion (Validity).
Gartner TOPO coined the term "double funnel" initially in 2019 and again in 2021 (yet offered little insight into how to operationalize or "unify" the funnel of leads and accounts).Sales Development Representatives (SDRs) or Sales may be working across leads and contacts to be effective in their role.The data in the lead object is not related to any other data in the Salesforce instance (aka non-related database).Standard objects that are typically used - leads, contacts, opportunities, accounts, campaigns.