Leadspace Hierarchies—an Overview

Overview

When you’re working for an organization focused on B2B Sales or Marketing motions with a primary eye toward large organizations, life gets complicated. 

As your customers and prospects grow into multi-tiered, complex enterprises with subsidiaries that often go through mergers and acquisitions, not to mention parent-child accounts becoming grandchild and great-grandchild accounts – answers to even the simplest questions are complex. 

In a sea of account customer and prospect data, you might find yourself asking:

• Which accounts are a part of the same corporate entity?
• How much business are we doing with individual accounts and combined accounts that are a part of the same family tree?
• How many reps are assigned to accounts within the same account hierarchy? Is there overlap
• Where are the ‘whitespace’ opportunities within my key target accounts and their hierarchies?

According to McKinsey, “customers want simpler, on-demand, omnichannel engagements and are quick to move on if they don’t get what they want. B2B companies need to adopt a customer-first approach and create personalized, intuitive buying journeys that attract, excite, convert, and keep customers loyal.” Why’s this important? Adopting a customer-first approach requires a seminal purview of that customer’s organizational structure where their remit and scope of knowledge is contextualized within their company’s larger organizational structure—simply put, how can you be customer-centric if you don’t understand all the factors facing your customer and how they fit into the company structure?

Leadspace Hierarchies offer insight into a company’s structure, including their Parent and Grandparent information, along with insights into our Business Ultimate and Site level Data. Let’s dig in below:

Leadspace Hierarchy Levels 

The 3 hierarchies below provide the legal view of the world that would be familiar to customers who have experience with other enrichment providers.  Leadspace provides these to customers as part of our standard Site Level Matching logic.

Global Ultimate (GU)

The highest global entity, known as Global Ultimate. Registered Legal entity that is the global headquarters of the company. In unique examples, this could be a holding company that may only have a handful of employees. 

Domestic Ultimate (DU)

The highest domestic entity, known as Domestic Ultimate. National-level Headquarters office. 

Site Level (SITE)

The lowest level of the legal company tree. Specific locations or small offices, representing the smallest possible entity we were able to associate with the input. If a location was given, this will be the closest physical location to that input.

Business Ultimate & Company Level

Leadspace also has a completely separate level that has nothing to do with the legal hierarchy. The LS Matched Company – this is also referred to as the (BU) or Business Ultimate; for this, Leadspace leverages AI-powered analytics of social information in conjunction with company structure to come up with the best-matched company. This data goes into the default “Company” fields (ie Company Name, Company Industry, etc).

This will be the largest representation of a particular company NOT a particular site, in other words, the location of the company as represented on social sources.

Hierarchy Example - Leadspace

To illustrate the different Account Hierarchy levels and their relationship to each other, Leadspace as an example:

Note: Leadspace acquired Reachforce in July 2019

Business Ultimate Hierarchy Example

To further illustrate the BU level of the hierarchy, let’s look at Microsoft. If we are looking at Microsoft, LinkedIn, and Skype as different companies in an enrichment input, the output would be as follows:

Any entity of Microsoft that would operate on its own would also be a BU and roll up to Microsoft as the GU. The example, in this case, would be LinkedIn or Skype where they exist as their own entity.  The BU is able to provide and capture a depiction of how people and, in particular, salespeople think about companies.

Items of Note:

• The BU/LS Matched is represented in the first set of fields a customer would receive in an enrichment file and the field names will start with Company. 
• This should not be referred to as the “Buying Center” so as to minimize confusion with customers.