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Data Infrastructure

SDR Prospecting Data Lookup Tool

Reduced institutional enrollment lookup time from ~30 seconds to ~3 seconds by embedding FTE data directly into the SDR workflow - first in the Google Sheets demo rotation tracker, then as a search component on the Salesforce Lead page.

System Overview

Operational lookup system designed to surface institution size (FTE) instantly during prospecting, reducing the need for manual research and improving prioritization speed for SDR workflows.

SDR prospecting frequently required understanding institutional size in order to prioritize outreach and determine account fit. While this data existed in external sources, retrieving it during active prospecting required switching between multiple research tools and websites.

The first version was built directly into the Google Sheets demo rotation tracker - the same sheet AEs used to assign demos - so FTE data was available without switching context. This was later extended into a dedicated search component on the Salesforce Lead page, giving reps instant lookup access directly inside the CRM.

Structural Gap
  • FTE data required external searches during prospecting.
  • Manual research slowed SDR workflow execution.
  • Account prioritization lacked consistent size signals.
  • Repeated lookups created redundant effort.
Architecture
  • Google Sheets Version (v1) - FTE lookup dataset embedded directly in the AE demo rotation tracker, allowing reps to look up institutional size in the same sheet where demos were assigned.
  • Salesforce Lead Page Version (v2) - Search bar added to the Salesforce Lead view, enabling reps to retrieve FTE data without leaving the CRM during active prospecting.
  • Standardized Output - Consistent FTE range formatting across both versions for fast interpretation and account prioritization.
  • Workflow-Embedded Design - v1 built into the AE demo rotation sheet so FTE data was available in the same place demos were assigned; v2 moved lookup directly into the Salesforce Lead page, fully eliminating CRM context-switching.
Lookup Workflow Institution Search → FTE Dataset Queried → Result Returned → SDR Uses Size Signal for Targeting
Salesforce Lead Page - Institution Router Component (Live Search, FTE Result, Segment Classification)
Institution Router FTE Lookup Component
Tools
  • Google Sheets (v1 - demo rotation tracker)
  • Salesforce CRM - Lead page search component (v2)
Scale
  • Primary users: SDR prospecting team
  • Use frequency: every prospecting session
  • Purpose: accelerate account qualification
Operational Impact
  • Reduced research time during prospecting.
  • Improved consistency of account prioritization.
  • Enabled faster targeting decisions.
  • Reduced repeated manual data lookups.
Future Improvements
  • Integrate FTE values directly into CRM records.
  • Add automated validation against institution name variations.
  • Expand dataset coverage for additional institutions.
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