Challenge

MNTN is a leader in software technology, bringing unrivaled performance and simplicity to connected TV advertising. A key FY2025 goal is to expand their database by 300% while conducting more robust TAM analysis — an ambition that requires a data foundation their existing infrastructure cannot support. Before Openprise, data enrichment, deduplication, and ingestion were handled across multiple separate tools, each requiring manual oversight and constant switching between platforms. For TAM analysis specifically, data had to be cleansed, deduplicated, and ingested across three separate tools before any analysis could begin — a multi-step process that created inefficiencies, slowed execution, and introduced greater risk of errors at every handoff. Rupal Shah, Data Systems Manager at MNTN, described the core problem precisely: the approach was inefficient, increased costs, and left greater room for errors. There was no coordinated enrichment logic, no pre-import quality review, and no single source of truth for the data that the sales team depended on for TAM analysis and outreach. Scaling that system to support a 300% database expansion was not possible without a structural change.

Solution

MNTN deployed Openprise to consolidate their fragmented data operation into a single automated platform. The implementation ran across four structured stages: 1) standardization and normalization, 2) cleansing, 3) multi-vendor waterfall enrichment, and 4) ongoing data management as the continuous fourth layer. In stage one, Openprise's field normalization rules standardized 7.5 million fields across the CRM, establishing a consistent baseline that every downstream process could rely on. Stage two cleaned 24,200 existing records. By stage three, the foundation was clean enough to enrich properly — and rather than relying on a single vendor, Openprise's multi-vendor waterfall automatically sequenced providers, validating data across multiple sources to ensure accuracy, completeness, and consistency in a single streamlined process.

The staging area became the operational centerpiece. Before any data was entered into Salesforce, Openprise enabled the team to review it, catch outliers, adjust recipes, and confirm quality — capabilities that had not existed in the previous multi-tool setup. "The most critical attribute of Openprise is the staging area," Rupal Shah said. "You can review the data pre-import and audit the data post-export. This tremendously helps control the quality of data. If anything needs to be adjusted, we can quickly adjust the recipe and identify outliers." The three-tool fragmentation that had required manual oversight at every handoff was replaced by a single platform that applied consistent logic throughout, with full auditability at every step.

The waterfall solution is pretty much what Openprise has. They partner with multiple vendors, and we can choose the recipe — which vendor we want first for data enrichment, which one second, which one third. It's an ideal solution. We don't have to manage all these different vendors; we have everything in a single platform and we just adjust the recipes.

— Rupal Shah, MNTN

Impact

The TAM analysis workflow that previously required processing across three separate tools now runs end-to-end in Openprise — delivering a 66% increase in efficiency. That improvement reflects the elimination of the manual handoffs, platform switching, and error correction that had made the multi-tool process slow and unreliable. Time-to-insight accelerated. Data quality improved. And the team's ability to conduct TAM analysis at the scale that MNTN's FY2025 growth targets require is no longer constrained by the underlying infrastructure.

The consolidation outcome is the structural change that makes everything else possible. What had been a fragmented, error-prone system distributed across three tools is now a unified, automated workflow on a single platform. The 7.5 million fields standardized and 24,200 records cleaned in the initial implementation gave the sales team a CRM they can act on with confidence — and the multi-vendor waterfall ensures that coverage gaps from any single vendor are filled automatically rather than left unaddressed.

The business impact extends directly to MNTN's FY2025 goals. A 300% database expansion requires a data foundation that can scale — clean data coming in, consistent enrichment applied across a growing record base, and TAM analysis that keeps pace with the volume. By replacing a siloed, error-prone multi-tool process with a single integrated, automated workflow, Openprise has directly positioned MNTN to reach that target. The data is cleaner, insights come faster, and the team's ability to deliver market-leading analysis to advertisers is no longer constrained by the underlying infrastructure.