Setting up Motion Account Hierarchies

The Fullcast Solution

There are three truths when it comes to creating a solution to automate the maintenance of the account hierarchies and general account cleanliness:

  • TRUTH 1 – There is no such thing as a bullet-proof fully automated solution that always has the most accurate representation of reality. All solutions will require manual intervention.

  • TRUTH 2 – Always read TRUTH 1. If you skipped over it – please go back and read it.

  • TRUTH 3 – After reading TRUTH 1 again – your reps are likely to have more accurate data about the current reality than any automated 3rd party solution. Put a manual process in place to capture this knowledge if it affects your selling efficiency.

The fullcast solution depends on the creation of keys to group accounts together. The fullcast solution assumes that you have a solution for matching and enriching your account data – like a data.com or Owler. You can use other solution for this purpose and construct the keys using the principles identified below.

Using DUNS Numbers from data.com (D&B)

Please see the appendix for details on how the various DUNS numbers are used for the creation and the maintenance of the account hierarchy.

Here’s an excerpt of what each of the DUNS numbers mean from D&B

Each family member carries up to four D-U-N-S Numbers to link its corporate relationships.

  • Site D-U-N-S Number: The DUNS number that represents that specific entity / location.
  • Parent or Headquarter D-U-N-S: The DUNS number that represents the immediate entity above the site DUNS.
  • Domestic Ultimate D-U-N-S: The DUNS number that represents the highest member of the treewithin the same country as the site DUNS as you walk up that arm of the tree.
  • Global Ultimate D-U-N-S: The DUNS number that represents the highest member of the entire family tree.

A branch record carries its own D-U-N-S Number (site), that of its headquarters, that of its
domestic ultimate, and that of its global ultimate.

A subsidiary carries its own D-U-N-S number (site), that of its parent, that of its domestic
ultimate, and that of its global ultimate.

The domestic ultimate is the highest member of the hierarchy in a specific country. The global
ultimate record is at the very top of the global corporate hierarchy.

Using Domain Based Keys

Domain urls can be considered unique for each company. Typically there is a hierarchy of domain names that is provided by various data providers. The domain based approach is not necessarily foolproof but provides a way to group companies together under their corporate domain.

Typically the data services can distinguish between brands or services urls from the company corporate urls.

The Solution

Using one of the two approaches above, the idea is to create a “Parent Domain Key” and a “Child Domain Key” that can be used to link the parent and child nodes together. Once these keys are defined, the hierarchies can be automatically created and maintained using automation in the form of triggers.

The lifecycle management of when the data elements changes and the resulting changes in the hierarchy can also be automated using the triggers but as mentioned above, you need to do this without impacting the selling process and more importantly the customer experience.

In addition to the above keys, an exception mechanism is also provided to create custom hierarchies where the hierarchy provided by the data sources mentioned above does not support the way the company sells. To do this the operations team will need to maintain the hierarchy linkages manually using a “Custom Domain Key” – which can be used to by-pass the data driven approach and use a custom definition for the hierarchy.

Please contact your Fullcast Business Partner to build the keys based on your particular scenario and activate the hierarchy component of the Fullcast Application.