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CRM Data Enrichment Initiative (~9,000 Accounts)

Data Infrastructure System
Restored firmographic accuracy across ~9,000 Salesforce accounts by sourcing institutional data from IPEDS, normalizing it in Google Sheets, and re-importing by Account ID - improving segmentation, territory reporting, and CRM reliability.

Large-scale firmographic cleanup and structured re-import designed to restore CRM reliability for segmentation, reporting, and outbound targeting across thousands of institutional accounts.

System Overview

The Salesforce account base contained thousands of records with missing or inconsistent firmographic data. Critical targeting fields such as institutional size, domain, geographic location, and time zone were unreliable. Firmographic data was sourced from IPEDS - the Integrated Postsecondary Education Data System - exported as CSV, normalized in Google Sheets, and re-imported to Salesforce by Account ID to restore CRM data integrity.

Structural Gap

  • Firmographic fields missing across thousands of accounts.
  • Inconsistent institution naming and website formatting.
  • Time zone inaccuracies impacting SDR outreach timing.
  • Reporting dashboards producing unreliable segmentation data.
  • No defined enrichment cadence or QA process.

Architecture

  • Salesforce Account Export - Pulled the complete account dataset to identify which records were missing firmographic fields.
  • IPEDS Data Pull - Sourced institutional firmographic data (FTE, domain, geographic fields, time zone) from the IPEDS public database via CSV export.
  • Google Sheets Normalization - Cleaned, standardized, and mapped IPEDS data to Salesforce Account IDs, normalizing institution names, domains, and geographic values.
  • ID-Based Mapping - All updates keyed exclusively by Salesforce Account ID to eliminate record mismatch risk.
  • Structured Re-Import - Coordinated staged re-upload with internal systems owners to avoid overwrite conflicts.
  • Pre-Import QA Validation - Sampled dataset segments to validate formatting consistency and duplication risks.
Enrichment Workflow Salesforce Account Export → IPEDS Data Pull → Google Sheets Normalization → QA Sampling → CSV Export → Salesforce Re-Import → Clean CRM Dataset
Google Sheets - Enrichment Dataset (Account Name, ID, Website, Country, Region, State, Time Zone, FTE)
Enrichment Google Sheets Dataset
Salesforce Data Import Wizard - Import Configuration
Salesforce Import Wizard Configuration
Salesforce Data Import Wizard - Field Mapping
Salesforce Field Mapping

Tools

  • IPEDS (Integrated Postsecondary Education Data System)
  • Google Sheets
  • Salesforce CRM + Data Import Wizard

Scale

  • Accounts impacted: ~9,000
  • Primary users: SDR team + sales leadership
  • Key fields normalized: FTE, domain, state, country, timezone

Operational Impact

  • Improved segmentation accuracy across the entire CRM.
  • Restored reliability of territory and vertical reporting.
  • Reduced SDR friction when researching account context.
  • Strengthened CRM as a trustworthy operational data layer.

Future Improvements

  • Implement recurring quarterly enrichment cadence.
  • Add automated validation rules for required firmographic fields.
  • Build lightweight QA sampling dashboard.