Case Study: Tealium achieves data-driven territories and improved SDR pipeline with DataFox

Tealium cleansed their CRM data to cra9 a custom account scoring model and data-driven territories

Tealium, a customer engagement and marketing platform, was struggling with attrition, stalled opportunity creation, and a legacy territory structure that made it hard to segment accounts fairly. To fix this, Tealium turned to DataFox for accurate company data and CRM data cleansing to build a stronger data foundation.

DataFox helped Tealium diagnose and cleanse its CRM, removing more than 20,000 duplicate, empty, or inaccurate account records, then enrich and continuously refresh account data directly in the CRM. With better firmographic and signal data, Tealium built a custom account scoring model and redesigned territories more equitably, leading to a reversal in pipeline creation trends and a 20% increase in SDR-sourced pipeline.

Tealium

Laurie Schrager

VP of Sales Operations