Challenge

Armanino is one of the largest independent accounting and advisory firms in the United States. Their GTM motion spans a wide range of industries, which means accurate industry classification is foundational to everything from campaign targeting to client segmentation to reporting. But the data underlying that classification had accumulated over the years without consistent standards. More than 1,000 variations of NAICS codes existed in their database — different formats, different levels of specificity, entered at different points in time by different teams. Industry segments that should have been cleanly defined were effectively unusable for targeting at scale. At the same time, the three core systems in their GTM stack — Microsoft Dynamics, Eloqua, and billing — were operating independently. Data updated in one system did not automatically flow to the others, which meant the Ops team was manually reconciling information across all three on an ongoing basis, resulting in inconsistencies that undermined both campaign accuracy and management reporting.

Solution

Armanino deployed Openprise to address the NAICS standardization problem first. Using Openprise's no-code rule builder, the team mapped 1,000+ variations of NAICS code data down to 72 clean, consistent values — establishing a single classification standard that every system, every campaign, and every report could rely on. The logic applied automatically to every record entering the database, which meant the standardization was not a one-time cleanup but an ongoing process that maintained itself. Industry segments that had previously required manual verification before use became reliable by default.

With the data foundation in place, Openprise connected the three systems that had been operating in isolation. Microsoft Dynamics, Eloqua, and billing were integrated into a unified orchestration pipeline, with data flowing automatically between them rather than being reconciled manually. Multi-vendor enrichment was layered on top of that unified foundation — sequencing multiple data providers in a waterfall logic that extended coverage across Armanino's account database and filled what any single vendor left behind. The full implementation gave Armanino's Ops team a GTM data stack that operated as one coherent system for the first time.

Impact

The most immediate change was in segmentation quality. With 1,000+ NAICS variations collapsed into 72 standardized values, Armanino's industry classification data became something the Ops team could actually rely on. Campaigns built on industry segments were now targeting the right audiences with confidence — no manual verification step required, no risk of a differently formatted NAICS entry excluding a record that should have been included.

Eliminating the silos between Dynamics, Eloqua, and billing removed the single biggest source of operational friction in Armanino's GTM data process. Data entered or updated in any one system is now propagated automatically to the others. The hours previously spent reconciling discrepancies between systems were redirected to higher-value work. Reporting across GTM functions became more consistent because the underlying data was consistent — the CRM, the MAP, and the billing system were finally telling the same story.

The multi-vendor enrichment layer extended those gains into account coverage. Records that a single enrichment vendor could not fully populate were filled by the next provider in the waterfall sequence — without adding vendor management complexity or requiring manual intervention from the Ops team. Taken together, the standardization, integration, and enrichment work gave Armanino a data foundation that supports accurate segmentation, reliable reporting, and confident GTM decision-making that had previously been out of reach.