Traction Complete closes the ABM gap between leads and accounts
Use Cases and Deployment Scope
I am a fractional revenue operations leader for a number of clients and support them in Go To Market efforts, optimizing revenue streams, and managing business applications to support revenue operations and go to market efforts. Marketing Automation Platforms (MAP) and CRM systems are a table stake in today's B2B environments. And Traction Complete solves one of the main shortcomings of most MAP/CRMs - it helps you connect leads to accounts automatically. And this opens to door for many valuable use cases including account-based lead routing without converting leads to contacts, and lead data enrichment based on matched related accounts, which in turn is useful for advanced lead segmentation and targeting, and to some extent enables account-based marketing insights. The core functionality of lead routing and automatic field stamping is also very useful, goes far beyond what CRM systems like salesforce provide out of the box, and is fairly easy to maintain by non-technical users.
Pros
- Lead to Account matching
- Lead Routing
- Easy to configure and maintain in visual interface
- Many advanced functions to support different types of round robin, scheduling etc.
Cons
- Functionality for flow version management, e.g. properties / description fields
- Popup windows for flow elements are sometimes hard to move (but could be isolated to Safari)
- Broader self-service customer portal/knowledge base (but the support and customer success functions are very good)
Return on Investment
- Faster actioning of leads by routing them to the correct user without manual review
- Improved lead segmentation based on matched accounts demographics
- Lower maintenance of lead assignment and automatic processing
Alternatives Considered
Distribution Engine ( by NC Squared ) and Salesforce.com
Other Software Used
Pardot, ZoomInfo SalesOS, Slack, Microsoft 365
