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Description
Industrial sales at scale — knowing who you're selling to
Siemens is a global industrial technology company selling into large enterprises across automation, electrification, energy, and infrastructure. Industrial sales is complex: long cycles, multiple decision-makers, and global subsidiaries. Success depends on consistently knowing "which entity are we selling to" and "who are the real stakeholders," especially when customers reorganize, acquire, or expand internationally.
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Problem
Siemens faces account complexity at scale
Duplicate and fragmented account records
Large customers have many subsidiaries and sites, leading to duplicate and fragmented account records.
Contacts shift roles frequently
Contacts shift roles frequently between divisions and regions.
Inconsistent segmentation
Segmentation is inconsistent when company size, industry, and HQ country are missing or differently classified.
Outreach suffers
Outreach suffers when emails aren't verified and direct dials are missing, particularly for senior stakeholders.
The consequence
This slows down coordination across sales regions and weakens account planning.
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Solution
Enrichment integrated into account creation and active-opportunity refresh
Siemens integrates enrichment into account creation and active-opportunity refresh workflows.
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Enrich new accounts and contacts
Company via {domain}
Company size
Industry
HQ country
Contact via {email, domain}
Verified email
Direct dial
Job title
Seniority
LinkedIn URL
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Refresh around buying cycles
Accounts with active opportunities
refresh monthly
Inactive accounts
refresh less frequently
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Push key changes back
When role changes are detected, webhook updates are pushed to keep the CRM current.
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Result
Siemens improves execution quality
✓
Cleaner account mapping
Reduces duplicate outreach and improves ownership clarity.
✓
Improved stakeholder coverage
Because role context and LinkedIn URLs stay current.
✓
Improved contactability
With verified email and direct dial, supporting senior-level engagement.
✓
More reliable account planning
Because segmentation attributes are consistently populated.
Summary
Siemens integrates enrichment into account creation and active-opportunity refresh workflows. The result is improved execution quality — cleaner account mapping, better stakeholder coverage, improved contactability, and more reliable account planning across sales regions.
