Aircall
Four data vendors and hand-built lists became one self-refreshing TAM in Salesforce.
A cloud phone and communication platform (500 to 1,000 employees) with sales teams spread across regions.
Visit AircallEvery region built target lists its own way, on its own tools. Salesforce was the core CRM, with HubSpot and Zendesk feeding it and four paid data vendors (ZoomInfo, Apollo, Lusha, Cognism) running at once. There was no single view of the total addressable market, no shared definition of an ideal account, and the CRM was full of duplicates and half-filled fields. Reps did not trust the lists, so they re-researched by hand, region by region.
Field dictionary
A shared set of data definitions (industry, employee count, and the rest) so every region graded accounts the same way. Built and tested in a Salesforce sandbox against real workflows before it went live.
Clay workflows
Automatically pull and refresh company data (size, industry, region, tech stack) on a schedule, grade accounts against each region's ICP, and write back to Salesforce, filling empty fields only and never overwriting rep-owned data.
Adoption
Pair-editing sessions with sales and RevOps, weekly office hours, and the operating procedures documented inside Clay itself. Adoption scoped as real work, not a hopeful rollout.
Automated account intake and enrichment, so new accounts land already graded.
Scheduled TAM re-verification cycles that keep the list from going stale.
Regional tier grading against each region's ideal customer profile.
Churn and renewal flagging with contextual routing.
3,655 accounts created and enriched into one self-refreshing TAM inside Salesforce, maintained automatically over six months. One target list every region actually trusts.
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