This feature requires the Orchestrations package.
Q: What is Lead to Account Matching?
A: Lead to Account Matching, otherwise known as L2A, is a feature that creates a relationship between CRM Leads and CRM Accounts, since such a link is not natively supported by Salesforce. This process involves identifying a single Account that is most appropriate for a Lead to belong to, and then enriching that Lead with identifying information about that Account.
Q: What data can 6sense enrich as part of L2A?
A: When setting up L2A, you can enrich the ID of the matched CRM Account on the CRM Lead.
Q: How do I set up L2A within 6sense?
A: The following article guides you through the process of building an Orchestration that executes L2A on a regular basis.
Q: How does 6sense identify the most relevant Account for a Lead?
A: 6sense uses a multi-step process to identify a matched Account:
Identify all candidate Accounts.
For any account record in your CRM, 6sense extracts the company name, domain and country. This combination of data creates a unique identifier which we use as the first step of L2A to identify all candidates with that same identifier.
Over time, your team may have created duplicate Salesforce Accounts for various reasons – duplicates are identified based on accounts having the same unique identifier described above. In such cases, the system needs to pick exactly one of those Accounts to be the ultimate match for the given Lead. In this scenario, the system will pick the the Account that satisfies the chosen tie-breaker logic set for an organization under Settings -> Contact & Lead Orchestration -> Account Matching. If a single account has not yet emerged, 6sense will not leave the lead unmatched.
Q: Can my team configure the Orchestration to use different matching logic?
A: No, only 6sense’s default matching logic described above is supported, but you can customize the tie-breaking logic under Settings -> Contact & Lead Orchestration -> Account Matching. Please refer to this FAQ for more details.
Q: Can I prevent a Lead from being re-matched to a different Account as time passes?
A: Yes. As described in the this ‘getting started with L2A’ article, you can configure the overwrite settings of the Field Mapping to prevent an enriched Account ID value on the Lead from being updated, even if the system identifies a better or different Account match later on. This may be important if you want to prevent Leads from being rerouted to different sales reps after work has already started.
Q: I already have a Salesforce Account for this Lead’s company, but 6sense did not enrich the Lead with that Account ID. Why?
A: There are several reasons this could occur:
Even if the company name and domains are the same between the Lead and Account, if the country data does not match, there is a good chance 6sense will not identify these objects as having the same unique identifier.
As an example, if you have a Salesforce Account that corresponds to Microsoft | microsoft.com | USA, even if the Lead comes in with a valid Microsoft corporate email, if that person is based in Canada, 6sense will not see these entities as related. 6sense would match such a Lead to an Account for Microsoft | microsoft.com | Canada instead.
Similarly, if the Lead comes in without any Country data at all, it is unlikely that 6sense will match the Lead to an Account where a Country is given.
If the Lead was just created this morning after 6sense’s latest nightly update process, then L2A won’t run until the next nightly update.