Case Study: A-10 Capital

With primary headquarters in Boise, Idaho and secondary headquarters located in Dallas, Texas, A10 Capital’s recent hiring efforts produced a large and growing sales force with divergence across locales, as well as corporate aisles. Keeping everyone on the same page with new opportunities required staying on top of data management practices. When sales personnel were brought onboard, they brought their own contact databases. The sales reps’ database, which was typically over 1,500 contacts, could contain as much as 50% duplicate records; meaning A-10 Capital had existing Lead or Contact records for up to 50% of the sales rep’s database. Maintaining the purity of A10 Capital's existing database, while marrying in as much relevant content from the contact databases, became a daunting task that would need to be done manually by Laura Penney and her team. Doing business in an agile commercial environment within a niche industry, commercial real estate lending, also has its unique challenges. In March of 2013, A10 Capital launched a form-based campaign on the web, and experienced more than the expected duplicate forms submitted by commercial real estate brokers. Integrating this front-end capture with the back-end database while ensuring data quality was of paramount importance to Laura as well as the sales team at A-10 Capital. With consultants involved in both the data management and IT processes, A10 Capital needed a platform that would serve the needs of its corporate professionals, as well as the demands of incoming data from multiple channels.

A-10 Capital is a commercial real estate lending company with primary headquarters in Boise, Idaho, and secondary headquarters in Dallas, Texas. The company specializes in providing financing solutions for commercial real estate projects. A-10 Capital has experienced significant growth, particularly in its sales force, which has led to challenges in managing data integrity and ensuring efficient operations. The company operates in a niche industry with unique challenges, including maintaining data quality and integrating various data sources. A-10 Capital is committed to innovation and actively engages with technology partners to improve its data management processes.