The Gannet Case Study

Gannett wanted to automate its process for lead enrichment, cross-selling and lead routing starting with their annual “Best of the Best” awards’ previous company winners. Starting with just company names and the ‘Best of’ category, the goal was to collect additional company details. These leads were then de-duplicated and flagged as cross-sell opportunities in Salesforce based on predetermined rules. New opportunities had to be routed to relevant account owners depending on geography and industry, or assigned to the sales team on a round robin basis, with additional assignment rules for exceptions and specific situations — resulting in a time consuming and inefficient process.

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