Challenge: Dirty Data Muddying the Pipeline, Making Forecasting and Account Prioritization Impossible While Formstack's form and document builder integrates with Salesforce to intuitively populate forms for their 25,000+ commercial and enterprise customers, Formstack's own sales team struggled to get enough accurate data into Salesforce to prioritize opportunities and forecast. "We had sh*tty data," admitted Hudspeth. "How long is a sales cycle? Well, we don't know because you don't open the opportunity until it's almost committed." Opportunities Were Falling Through the Cracks "We acquired an e-signature platform. We acquired a PDF generation organization. So we had these three different lead funnels