As a growth stage company, Highspot was gearing up for its account-based marketing and sales strategy, which entailed enabling smarter account engagement and performance measurement. The company knew it needed to have its lead data connected to account data, starting at the root and foundation: the CRM database. Without connecting leads to accounts inside of Salesforce, the sales and marketing teams could not engage the right leads associated to target accounts. However, fixing this problem manually would require spending hours weekly to maintain data, hours that could be used to engage accounts. The solution had to be technology.