https://www.youtube.com/watch?v=xQNJ2oLiHcI
Every sales leader knows the frustration of unreliable CRM data—duplicate entries, outdated information, and questionable accuracy turning even the most advanced sales teams into glorified data-entry clerks.
ConnectWise faced exactly this issue, dealing with nearly 200,000 messy prospect records and an inability to confidently identify genuine Managed Service Providers (MSPs) in their SMB-focused target market.
Traditional methods like legacy data vendors and manual offshore teams provided lackluster results, slow timelines, and disappointing accuracy.
ConnectWise needed a fast, scalable, and cost-effective solution that could deliver highly accurate account enrichment at scale.
That's when Rick Collins, VP of Demand at ConnectWise, turned to Sculpted and Clay, unlocking a new standard for their CRM data hygiene cleanup which revolutionized their sales team's efficiency.
| Challenges | Solutions |
|---|---|
| ❌ Data Quality & Duplication: Untrustworthy data across ~200,000 prospect accounts. | ✅ Leveraged Clay integrations & custom AI prompts for flexible, accurate data enrichment at scale. |
| ❌ Identifying True MSPs: Could not reliably separate real qualified accounts from spam. | ✅ Created custom AI prompts to accurately categorize accounts into 5 tailored industry segments. |
| ❌ Manual Website Verification: Needed manual website checks to validate TAM fit. | ✅ Automated website scraping with Claygent AI, drastically reducing manual effort and cost. |
| ❌ Lost Sales Productivity: Sales team forced into manual data entry instead of selling. | ✅ Enriched and scored entire database automatically, freeing sales reps to focus solely on selling. |
| ❌ Legacy Data Enrichment Limitations: ZoomInfo provided only 50-60% accurate enrichment. Equally bad results with offshore manual enrichment services. | ✅ Achieved 95%+ accuracy with nuanced, custom AI prompts surpassing legacy vendor limitations. |
As Rick puts it, every CRM faces data quality and duplication challenges. In fact, he's never encountered anyone who says "I love my CRM data."
"I would say all CRMs have a duplicate challenge and a data quality challenge. I've never met anybody that said their CRM was really clean.”
- Rick Collins, VP Demand @ ConnectWise
For ConnectWise, this challenge manifested in roughly 200,000 prospect account records filled with unreliable data. The team struggled to differentiate between spam accounts and legitimate, active Managed Service Providers (MSPs).
Since their target market consists of SMB-focused MSPs, traditional classification methods fell short—there's no standardized SIC code or industry category to easily identify qualified accounts in platforms like ZoomInfo or Sales Navigator.
Instead, team members had to manually visit each company's website to verify whether they offered IT services or managed services, determining if the prospect truly fit their TAM.
As a result, their elite sales team was reduced to data entry specialists, spending precious time combing through CRM records instead of selling.
Before discovering Clay + Sculpted, ConnectWise had experimented with several conventional solutions—all of which delivered disappointing results.