Aircall
Aircall Case Study: 3,655 Accounts Enriched Into One Self-Refreshing TAM in Salesforce
Four data vendors and hand-built lists became one self-refreshing TAM in Salesforce.
What Aircall looked like before the system was installed, what was built during the engagement, and the results after.
Visit Aircall- Industry
- B2B SaaS · Communications
- Company size
- 501–1,000 employees
- Engagement
- 6 months
- Stack
- Salesforce, Clay
Four paid data vendors, and still no target list the reps trusted
Aircall sells a cloud phone and communication platform, with sales teams spread across several regions. Each region built its target lists its own way: by hand, with its own rules, in its own corner of the stack.
Salesforce was the core CRM, fed by HubSpot and Zendesk. On top of that, Aircall paid for ZoomInfo, Apollo, Lusha and Cognism at the same time. Even with four data vendors there was no single view of the addressable market, no shared definition of a good-fit account, and a CRM full of duplicates and half-filled fields.
The real cost was trust. Reps did not believe the lists their campaigns ran on, so account research kept being redone by hand, region by region.
Four overlapping data vendors running at once
No single TAM and no shared ideal customer definition
Duplicates and empty fields throughout Salesforce
Reps re-researching accounts by hand in every region
One self-maintaining market database inside Salesforce, built in three phases
The goal was a system Aircall could run without outside help, so adoption was scoped as part of the build from the first phase, not left to a hopeful rollout at the end.
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Phase 1: Foundation
A field dictionary came first, so every data field meant the same thing across systems and regions: industry, employee count and the rest. The first version of the TAM was built and tested in a Salesforce sandbox, against real workflows, before anything touched production.
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Phase 2: Structure
Clay workflows pull and refresh the company data that matters on a schedule: size, industry, region and tech stack. Every account is graded against a tiered ideal customer profile defined per region, then written back to Salesforce under controlled rules. Enrichment fills empty fields and never overwrites a field a rep owns.
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Phase 3: Adoption
Pair-editing sessions with the sales and RevOps teams, weekly office hours, and operating procedures documented inside Clay itself, so Aircall's own people know how to run and adjust the system.
Automated account intake
Every new account entering Salesforce is enriched and graded on arrival, so nobody researches it by hand before it can be worked.
Scheduled TAM refresh
The whole TAM re-verifies itself on a cycle. Data that drifts over time, like headcount, tech stack or region, is corrected on the next pass.
Regional tier grading
Each account carries a grade against its own region's ideal customer profile, written into Salesforce, so the day's priorities read straight off the CRM.
Churn and renewal flagging
Churned accounts and upcoming renewals worth a second approach are flagged and routed to the right owner with the context attached.
3,655 accounts in one TAM that keeps itself current
Over six months, 3,655 accounts were created and enriched into a single TAM inside Salesforce, graded against each region's ideal customer profile and refreshed automatically.
Every region now works from the same list, built on the same definitions. Outbound, routing and prioritization all start from data the team actually trusts, and the system runs without anyone rebuilding lists by hand.
If your team pays for several data tools and still builds target lists by hand, the missing piece is the system underneath them: one clean account database inside your CRM that refreshes itself and grades every account against your definition of a good customer. Everything downstream starts from a list your team trusts.
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