The 2025 OpsStars Winner for Account-Based Program of the Year goes to:
Meltwater
Meltwater set out to solve a longstanding challenge: inbound leads were disconnected from account ownership. This created inefficiencies, misrouting of high-value enterprise opportunities, and a fractured customer experience. Local teams managed leads manually, often introducing errors, while intent data for unowned accounts went unused.
To fix this, Meltwater built an automated infrastructure powered by LeanData. They centralized lead-to-account matching and routing, ensuring every lead and intent signal connected to the right account owner. A round-robin process was introduced for leads without account owners, supported by specialized sales teams to ensure no valuable signal was lost. Real-time Slack notifications provided visibility and accountability, encouraging cleaner CRM data and faster responses.
Through these efforts, Meltwater aligned its global sales teams on a single account-based process, built trust in automation, and turned untapped intent data into real opportunities.
Operational Results
- Successfully routed 1,200 happy ex-users identified by UserGems to the sales team, monetizing a previously un-actioned data stream
- Merged 6,023 leads and assigned 3,800 accounts, ensuring proper account linkage and team ownership
- Drove real-time accountability by instilling a speed-to-lead mindset with sales and enforcing SLAs to ensure timely action by the right team member
- Built a best-in-class automated infrastructure to support its global go-to-market motion
