Challenge

Nutanix is a leader in cloud computing and hyperconverged infrastructure, operating at enterprise scale with a globally distributed sales force across multiple regions and segments. Managing the data that supports that sales motion was a persistent operational challenge. Duplicates in the CRM had accumulated over years — 650K accounts, a significant portion of which were inactive or duplicated — and those records degraded territory realignments, distorted reporting, and created routing errors that compounded downstream. Lead routing itself was taking over 2 days in many cases, driven by manual cleanup that had to happen before a lead could be safely assigned. In the APAC region, job title match rates for segmentation and persona assignment were only 15% — which meant the majority of leads entering the pipeline from that region were miscategorized before they ever reached a rep. Territory management for a large, turnover-prone sales force was consuming Ops team time constantly: every staffing change, territory realignment, or ownership transfer required manual intervention. Enrichment, cleaning, scoring, and routing were distributed across Marketo and other tools without a unified orchestration logic that could apply consistent quality standards before anything reached Salesforce.

Nutanix deployed Openprise as the central orchestration layer for their entire lead management and data quality operation. The architecture was built around an intelligent staging process — what the team calls a "holding tank" — where every lead is cleaned, enriched, validated, and scored before it reaches sales or Salesforce. The majority of data management work that had previously run through Marketo moved into Openprise as a unified pre-Salesforce pipeline, producing a faster, cleaner, and more predictable funnel where sales and marketing share a common definition of what a sales-ready record actually looks like.

Territory management was transformed through a single routing source — a data table ingested into Openprise that serves as the point of truth for all routing rules. As territories change or owners change, Openprise updates Salesforce automatically, with no spreadsheets, no tickets, and no manual reassignments required. Deduplication ran as part of the same orchestration pipeline, reducing the CRM account count from 650K to 180K by removing duplicates and inactive accounts. APAC segmentation was addressed through Openprise's job title normalization logic, improving the match rate from 15% to 75% and giving the APAC sales team accurate persona assignments for the first time at scale.

We built what we call our 'holding tank' — an intelligent staging process within Openprise. Before anything reaches Salesforce or sales, every lead is cleaned, enriched, validated, and scored. The result is a much faster, cleaner, and more predictable funnel where sales and marketing are aligned on what 'ready' actually means.

— Chaitra Shivram, Marketing Operations Manager, Nutanix

The routing improvement is the most operationally immediate result: a 2+ day process now runs in under 1 hour. But the more meaningful measure is rep-to-record alignment — which improved by 70%. That figure reflects not just routing speed but routing accuracy. Leads are reaching the right reps, in the right territories, with the right account associations. Reassignments and leakage have dropped significantly, which means sales can connect with prospects while intent is still warm rather than chasing records that have already gone cold. The 20% reduction in disqualified leads reaching the sales team means reps are spending their time on opportunities that actually match the right profile — not cleaning up after a routing system that sent them the wrong records.

The deduplication outcome is the CRM transformation that makes everything else possible. Reducing from 650K to 180K accounts is not just a data cleanup story — it is the removal of the structural noise that was slowing territory realignments, distorting reporting, and creating account misalignment in the first place. Account misalignment dropped from 20–30% to under 5%. Territory realignments that had required manual intervention now run through Openprise automatically as the routing source is updated. And the APAC region's job title match rate improvement — from 15% to 75% — means a region that had been effectively undersegmented now has accurate persona assignments feeding into campaigns and scoring at scale.

The 15 FTE savings in manual work is the number that captures what all of this means at the team level. The hours previously spent on deduplication projects, routing corrections, territory updates, and data firefighting have been automated — freeing the Ops team to focus on strategic, high-value initiatives rather than reacting to problems the process itself was creating. Nutanix's Ops team now operates on a platform that maintains data quality continuously, not a team perpetually cleaning up after a system that creates problems faster than they can be fixed.

My favorite outcome is the countless hours of manual work we've saved — automation does the heavy lifting so our ops team can focus on strategic, high-value initiatives instead of data firefighting.

— Chaitra Shivram, Marketing Operations Manager, Nutanix

Solution

Nutanix deployed Openprise as the central orchestration layer for their entire lead management and data quality operation. The architecture was built around an intelligent staging process — what the team calls a "holding tank" — where every lead is cleaned, enriched, validated, and scored before it reaches sales or Salesforce. The majority of data management work that had previously run through Marketo moved into Openprise as a unified pre-Salesforce pipeline, producing a faster, cleaner, and more predictable funnel where sales and marketing share a common definition of what a sales-ready record actually looks like.

Territory management was transformed through a single routing source — a data table ingested into Openprise that serves as the point of truth for all routing rules. As territories change or owners change, Openprise updates Salesforce automatically, with no spreadsheets, no tickets, and no manual reassignments required. Deduplication ran as part of the same orchestration pipeline, reducing the CRM account count from 650K to 180K by removing duplicates and inactive accounts. APAC segmentation was addressed through Openprise's job title normalization logic, improving the match rate from 15% to 75% and giving the APAC sales team accurate persona assignments for the first time at scale.

We built what we call our 'holding tank' — an intelligent staging process within Openprise. Before anything reaches Salesforce or sales, every lead is cleaned, enriched, validated, and scored. The result is a much faster, cleaner, and more predictable funnel where sales and marketing are aligned on what 'ready' actually means.

— Chaitra Shivram, Marketing Operations Manager, Nutanix

‍

Impact

The routing improvement is the most operationally immediate result: a 2+ day process now runs in under 1 hour. But the more meaningful measure is rep-to-record alignment — which improved by 70%. That figure reflects not just routing speed but routing accuracy. Leads are reaching the right reps, in the right territories, with the right account associations. Reassignments and leakage have dropped significantly, which means sales can connect with prospects while intent is still warm rather than chasing records that have already gone cold. The 20% reduction in disqualified leads reaching the sales team means reps are spending their time on opportunities that actually match the right profile — not cleaning up after a routing system that sent them the wrong records.

The deduplication outcome is the CRM transformation that makes everything else possible. Reducing from 650K to 180K accounts is not just a data cleanup story — it is the removal of the structural noise that was slowing territory realignments, distorting reporting, and creating account misalignment in the first place. Account misalignment dropped from 20–30% to under 5%. Territory realignments that had required manual intervention now run through Openprise automatically as the routing source is updated. And the APAC region's job title match rate improvement — from 15% to 75% — means a region that had been effectively undersegmented now has accurate persona assignments feeding into campaigns and scoring at scale.

The 15 FTE savings in manual work is the number that captures what all of this means at the team level. The hours previously spent on deduplication projects, routing corrections, territory updates, and data firefighting have been automated — freeing the Ops team to focus on strategic, high-value initiatives rather than reacting to problems the process itself was creating. Nutanix's Ops team now operates on a platform that maintains data quality continuously, not a team perpetually cleaning up after a system that creates problems faster than they can be fixed.

My favorite outcome is the countless hours of manual work we've saved — automation does the heavy lifting so our ops team can focus on strategic, high-value initiatives instead of data firefighting.

— Chaitra Shivram, Marketing Operations Manager, Nutanix