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Traction Complete closes the ABM gap between leads and accounts
December 14, 2022

Traction Complete closes the ABM gap between leads and accounts

Christoph Risch | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Overall Satisfaction with Traction Complete

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.
  • 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.
  • 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)
  • 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
Traction Complete offered more ease of use, less complexity, and an overall lower cost of ownership compared to other options. And while Salesforce can handle some of the automation, which requires more technical skill to configure, it does not provide the lead to account matching.

Do you think Traction Complete delivers good value for the price?

Yes

Are you happy with Traction Complete's feature set?

Yes

Did Traction Complete live up to sales and marketing promises?

Yes

Did implementation of Traction Complete go as expected?

Yes

Would you buy Traction Complete again?

Yes

Traction Complete is very well suited for lead to account matching and for automatic, criteria based lead routing and processing. For example, when a lead is created, it can be matched to an account, and Traction Complete can populate account demographics like Industry or Annual Revenue. And once the lead's score reaches a certain threshold, Traction Complete can then evaluate any of the leads data (including the industry and annual revenue that the lead was previously enriched with), route the lead to a person or queue , and at the same time update the lead status and or enrich the lead with information to track funnel progression (e.g., MQL Date, Assigned Date, etc.).

Using Traction Complete

8 - Inside Sales / Business Development for inbound and outbound lead qualification and pipeline generation.
1 - Ability to understand business processes and requirements, including marketing processes, sales processes, territory assignments, and lead routing requirements, plus some basic Salesforce administration skills.
  • Lead Routing
  • Connecting Leads to Accounts for Insights, Segmentation, and Targeting
  • Lead enrichment with matched account demographic and other information
  • Account Based Marketing
  • Automatic field updates during the lead 'lifecycle' to track funnel performance
  • Automatic lead conversion to contact, e.g. for existing customer contacts
  • Data cleansing
Traction Complete continues to improve and innovate, and their staff does a great job of informing us of new functionality and how we can use it to get more value from Traction Complete. And at its core, it covers a gap inherent in Salesforce CRM - the fact that leads are a standalone object and not connected to the other main CRM objects like accounts, contacts, and opportunities. Traction Complete bridges that gap without requiring us to convert leads to contacts and degrade the data quality of the contact records. This functionality is key to a holistic process from initial inquiry to MQL, SAL, SQL, New Customer, and repeat business.

Evaluating Traction Complete and Competitors

Yes - It replaced native lead assignment functionality and a number of workflow rules, processes, and flows. Traction Complete is much more manageable.
  • Product Features
The ability to connect leads to accounts, and enrich leads with data from the matched accounts that can then sync to the marketing automation platform and be used for segmentation and targeted marketing campaigns.
The process would be similar. Initial research on TrustRadius, AppExchange, and the web, then shortlist and engage a few vendors for product demonstration and evaluation.

Traction Complete Implementation

I've been part of 3 implementations, and the Traction Complete team has always met or exceeded expectations and delivered on their commitments/promises.
  • Implemented in-house
Yes - Not sure if this was formally broken up into phases, but the way I see it, there was the kick-off, business requirements definition, some analysis of data and optimization of matching rules completed by Traction Complete, configuration, testing (optional deployment to production If configured in a sandbox), go-live and post go-live support as needed.
Change management was a small part of the implementation and was well-handled - As with any project, requirements definitions can change from initial kick-off to completion. For example, there may be a change to the territory assignments, and from my experience, these changes were just incorporated during the configuration or easily made post go-live.
  • Nothing to note

Traction Complete Support

The support team at Traction Complete has always been responsive, knowledgeable, and professional. They took the time to understand our business needs and helped us during the initial implementation, as well as with configuration changes when needed.
ProsCons
Quick Resolution
Good followup
Knowledgeable team
Problems get solved
Kept well informed
No escalation required
Immediate help available
Support understands my problem
Support cares about my success
Quick Initial Response
None
I honestly don't even know if premium support is an option. So far, the support that was provided felt like it was premium.
Yes - Yes, and I found the team to be extremely receptive and interested in feedback from their customers. In fact, at some point, their product management leader reached out to schedule a call to better understand our needs, and some of the items I described made it onto the product.
There was an instance where some of the automation on leads wasn't always working consistently. One of their support members helped us work through that. It wasn't easy to isolate the issue, and in the end, it turned out that Traction Complete wasn't even the root cause. And this wasn't just one call; it required quite some forensics on their part.

Using Traction Complete

It's very usable overall and much easier than using native functionality. If there is anything I'd want to improve, and I'm being critical here, there are a few minor items.
1) It would be nice if the initial load time of flows was faster, but I understand that given the number of elements we have in the assignment flow, I should not expect a two second load time.
2) It would be great if the different flow versions had fields to capture properties/attributes like a verbose description to make version control better. My sense is that it will be available in a future version.
3) When editing flows, every now and then, the pop-up windows of elements are a bit sticky on the screen when trying to move/drag them - however, I usually experience this only in Safari and am often too lazy to fire up Chrome.
ProsCons
Like to use
Relatively simple
Easy to use
Technical support not required
Well integrated
Consistent
Quick to learn
Convenient
Feel confident using
Familiar
None
  • Building out the flow for record assignments
  • Matching leads to accounts - this just happens and works well
  • Troubleshooting a flow someone else built can take a bit of time
  • Moving flows/configurations to a sandbox take an extra step of exporting and importing