Five years ago, there were several options for editorially researched org charts. These included DiscoverOrg, RainKing, SalesQuest Crush reports, and iProfile. But DiscoverOrg acquired both RainKing and iProfile and SalesQuest was acquired by OneSource which was later acquired by Dun & Bradstreet and bundled into the D&B Hoovers technology premium. Thus, the options for org chart intelligence narrowed significantly. However, Bowman Marketing Services (BMS), a company profile research firm based in Austin, TX, now offers OrgChartCity as both single profiles and a subscription service.
OrgChartCity intelligence includes both organizational structures and notes concerning budget data and responsibilities. Licensees receive both a PDF org chart and an Excel CSV containing first and last name, department, email, phone, and title.
CEO David Bowman, describes the OrgChartCity value proposition as “contacts in context” which provides org charts “handcrafted by business experts, not some nested database of contacts that a computer nerd put together.”
Information is collected through both primary and secondary research along with automated checks. Each data source is assessed by recency, context, and source type with records included only if they meet a 90% confidence threshold. If a company has not been updated in the prior 90 days, the licensee is provided with the current profile and a refreshed profile within a couple of days.
The firm focuses on the Fortune 500 and Global 2000. Coverage currently spans 500 companies with the firm adding dozens of org charts each quarter. Overall, the firm has around 35,000 active, profiled executives.
Individual profiles may be purchased by credit card on the OrgChartCity website for $125. An annual subscription to the full database is priced at $10,000 and includes alerts and full access to updates.
While Bowman Marketing Services is initially focusing on org charts, the firm performs detailed custom research for its clients and plans to market additional datasets in the future.
Custom research topics include company overviews, competition, segments, budgets and departments, social media presence, sustainability, news (specific to the client), technology platforms (specific to the clients), awards and recognition, financial outlook (summarized for sales reps), and 2018 initiatives. Custom report pricing runs between $1,000 and $5,000 per company based upon the number of topics covered and the size of the company.
BMS has been providing custom research since 2005. The custom business is profitable and OrgChartCity is nearing breakeven. The firm maintains a staff of 20 to 25 researchers.