InsideView: Enhanced Corporate Family Tree Display

InsideView enhanced its corporate family tree UX.  Along with an improved display, users may search and filter the tree, allowing them to home in on key subsidiaries for sales targeting.  

Search and filtering help reps identify best prospect locations for establishing a beachhead, expand to similar locations, extend into new markets, or leverage an MSA to identify locations within a sales territory.

The tree is now keyword searchable and filterable by location, size (both employees and revenue), industry, site status (e.g. operating, inactive/closed), and site type (e.g. Retail, Manufacturing, Distribution Center, etc.).  Filtering allows reps to focus on locations in their territory or locations in targeted verticals.  If a parent node is de-selected by a filter, but a subsidiary is selected, the parent location is grayed out but still displayed, providing operational context to the sales rep.

Users may also expand or collapse tree nodes and individually select locations of interest.  Branch locations may be added to the tree via a “site locations data available” slider.

The number of locations is displayed in the company overview.

Sales and marketing professionals can also download the tree for campaigns and analysis.  Filtered trees may be downloaded in Excel or CSV formats.  A map feature displays location density for the United States by state, for Canada by province, or globally by country.

The new family tree view is available in both the CRM and web views.  1.2 million locations are flagged as subsidiaries or acquired firms.

InsideView also recently released a set of small enhancements to InsideView Sales.  Admins can now sync a broader set of Account, Contact, and Lead fields with Salesforce.  New Account fields include Twitter handle, Facebook page, and blog page.  New Contact and Lead fields include city, state, country, job level, and job function.

Other Upgrades

InsideView released a number of additional enhancements to its product lines.  

InsideView for Sales users can unlink and rematch improperly linked Account and Contact records.

InsideView Refresh for Salesforce now offers real-time email verification for unmatched records.  Admins can also manage Salesforce contacts, enrich fields, and flag duplicates.

New InsideView Data Integrity dashboards display how many Account, Contact, or Lead records are updated over time.  The dashboards indicate the number of records processed, new records processed, duplicate records, match data, field fill rates, and segments.

InsideView Target added a filter for contacts with direct dial phones.

InsideView also added cross-product navigation.

The InsideView universe has grown to 15 million companies and 44 million contacts.

Redefining the D-U-N-S Number

Dun & Bradstreet is looking to modernize its D-U-N-S Numbering system to support digital businesses which may not have a phone number or physical location.  D-U-N-S Numbers, which are the de facto global company numbering system, were developed by Dun & Bradstreet in 1963 and have long captured business locations including headquarters, subsidiaries, and branches along with firmographics and corporate linkage.  Currently, there are over 300 million D-U-N-S numbered active and inactive global businesses.  But this model fails to capture the emerging nature of digital businesses and the gig economy.  The expanded definition will shift from location to “point of commerce.”

“You can be a digital business.  You can be a business that is a two-person startup right out of a coffee shop and you’re accepting PayPal as your form of payment.  That doesn’t require a physical address anymore.  You could be part of the gig economy.  You can be an Uber driver.  You can have an Airbnb property.  Those don’t necessarily fit under the mold of traditional businesses,” said Saleem Khan, Digital Leader of Data Innovation at Dun & Bradstreet.

“That idea of point of commerce subsumes everything.  It subsumes the digital location.  It includes things like the Internet of Things and the gig economy as well.


Saleem Khan, Dun & Bradstreet, Leader of Data Innovation

The rise of the Internet of Things also calls for a broader definition of businesses to assist with master data management and business linkage.

“There are 11.2 billion Internet connected devices out there, half of which are doing B2B commerce,” said Khan.  “It’s a ship coming into a port and being scanned automatically.  Wouldn’t it be nice to know which businesses are tied to that particular Internet connected device?  And so, with respect to the D-U-N-S Number, what we’re doing is moving away from business at a physical location in favor of business at a point of commerce.” An expanded definition also benefits government agencies and financial services companies which often require D-U-N-S Numbers for business verification (e.g. anti-money laundering, know your customer), sub-contracting, and credit and supplier risk analyses.