Ground Einstein Copilot with data

Can AI become a trusted solution?

Sales and marketing teams need to connect with customers on a more individual level. But how can they possibly overcome this challenge without great cost and loss of time?

To overcome the problem, cutting-edge teams are finding ways to ground Salesforce Einstein Copilot with data. This technology opens up doors for summarizing customer records, generating email messages and automating workflows.

Marc Benioff, Chair & CEO of Salesforce, warns that AI models are “very confident liars, producing misinformation and hallucinations”. Benioff suggested during a recent earnings call that “There’s a danger for companies, for enterprises, for our customers, that these are not trusted solutions”. Benioff made the point that generative AI requires a huge dataset, including metadata so the AI technology can understand and deliver critical insights and intelligence that customers need.

This blog post outlines how to effectively ground the Salesforce Einstein Copilot with deep datasets and metadata. We will show you how to empower your team with trusted AI results to be used across marketing and sales. But first, let’s discuss the need for data.

ground Einstein Copilot with DataHow to ground Salesforce Einstein Copilot with data

For Generative Artificial Intelligence to work, customer data must be grounded by datasets and metadata so AI models can generate trusted results.

Generative AI is only as powerful as the data you have access to in Salesforce. Creating useful email messages for new Leads with limited data is almost impossible. You must have access to a lot of data – deeply grounded datasets with metadata – before making attempts to use AI for marketing and sales.

Using Generative AI with limited and incorrect data will cause what’s called AI hallucinations. This is simply responses containing false and misleading information. Needless to say, this can lead to catastrophic results when it comes to customers trust in your brand.

This is where the RealZips GeoData Platform comes in. RealZips provides endless sources of verified and trusted data points for each Zip code. Every customer record in Salesforce is connected to RealZips, unlocking access to deeply grounded data.

Have a look at Zip code US-33178 in Miami (screenshot). As soon as you start feeding the Salesforce Einstein Copilot with these datapoints, your team can produce meaningful AI results.

The Salesforce Einstein Copilot becomes grounded with deep data from RealZips. The AI technology is fed with critical geographic data points, territory teams, and meaningful statistics.

The AI technology can now tap into demographic data, business performance, risk profiles, local incentives and even laws and regulations. Copilot can easily be taught to reference the closest sales rep, brand store or service location by distance.

Generate a Lead Summary

Let’s say your team is selling hurricane protection for windows and doors. The Lead record below just came in from a web form. The Lead is automatically linked to Zip code US-33178 (shown above) so the Salesforce Copilot can now intelligently merge data from different sources.

By combining datapoints from the Lead and the RealZips record, the “ReaZips Lead Summary” (below) was automatically generated by Einstein Copilot in just seconds.

Your sales team is given an instant summary, making it possible to approach Scarlett with meaningful selling points. Notice how the AI technology generates highly valuable pointers based on local hurricane risk and crime composite. The closest location where Scarlett can visit for a product demo is automatically included:

Send personalized email to Leads

Thanks to the ReaZips Lead Summary generated above, your sales team now has a solid understanding for which hurricane protection products will be suitable for Scarlett.

It’s time to make the first reach-out. Let’s start with an introductory email to get the conversation going. This is how Einstein Copilot generates a completely custom email message in just seconds based on trusted RealZips data:

Focus on customer experience

Email messages can now be generated based on reliable data for each Lead, their specific location and your own territory team. When you ground Salesforce Einstein Copilot with RealZips data your team will save large amounts of time by eliminating tedious research and endless email write-ups. Empowered with meaningful AI data – your sales team can build meaningful connections a large number of Leads – guiding them throughout the buying experience.

AI-enabled workflows

Your own customer data in Salesforce is the perfect starting point for introducing AI into your teams workflows. You can build automated processes such as ownership assignments, and appoint internal specialists to new customers. Copilot can be used to assign the closest available service rep to a new Case. As soon as you combine Copilot and RealZips, you’re opening up unlimited possibilities for your team to save time and serve customers even better. The video below even shows how it’s possible to create automated action plans for Opportunities.

Video demo –  Generate AI Actions

Video demo showing in real-time how to use AI to summarize customer records and propose action plans. Scrub through the chapters and learn how to use AI for summarizing Lead records, create actions for thousands of Cases, and how to generate action plans for all Opportunities:


Learn more about Artificial Intelligence

The RealZips solution can be implemented now.  You can deliver successful AI outcomes immediately. Start solving endless use cases, tapping into deep RealZips datasets. These are key articles to help start your AI projects:

Salesforce Press Release

Salesforce Blog Posts & News

RealZips Posts

Improve your customer data in Salesforce with RealZips

Why should you consider the RealZips app for Salesforce?

The RealZips GeoData Platform structures and organizes your customer data in Salesforce automatically, empowering your team to connect faster with the right customers in the right places.

Problem: Deterioration of customer data

Organizations are rapidly adding large amounts of customer data to Salesforce. As more data is added, the ability to search and report on customer data deteriorates. 

Your customer data is becoming more and more disorganized over time, severely limiting your teams’ ability to run targeted marketing campaigns and focused sales activities. When consistent and structured geographic data is missing across records, your team can no longer use customer data efficiently.

Solution: Organize customer data geographically

The RealZips app provides a mission-critical geographic data structure for your customer data in Salesforce. Every record in Salesforce is automatically related to zip code or international postal code. Each zip code holds a wealth of deep geographic information, which automatically organizes and improves your entire customer database.

Your team will be able to instantly search and report across customers and territories, using endless geographical dimensions such as cities, counties, MSA Metros. Deep contextual data for each Zip code will guide your teams activities to the best possible geographic markets.

Tap into local market conditions with deep data

RealZips provides unlimited contextual market data, related to consumers, businesses, business risk, and other local conditions. You can automatically rank every Zip code based on market potential, and compare against your current sales performance.

Jurisdictions such as states, counties and cities often have a great impact on your ability to market and sell. Once you implement RealZips, your team can automatically categorize prospects based on state-based incentives, local laws and regulations, consumer and political preferences, climate conditions, crime risk and much more.

Implement distance zones for marketing, sales & support

Logistics is a key factor in your team’s ability to succeed, even if your team is working 100% remotely. For example, if a prospect is closer to a competitive location, your team is at an immediate disadvantage.

The RealZips app allows you to automatically organize all records in Salesforce by distance to your own locations and competitive outlets. Every customer record will be given a score based on competitive risk and serviceability. In turn, your team can now optimize marketing, sales and support activities based on distance zones.

Unlock Success: Data-driven territory management in Salesforce

A critical key to success for any organization is territory management; automatically assigning prospects and customers to territories and best-fit team members. Creating territories is a data-driven process, requiring robust geographic data, deep market data and your own sales data.

The RealZips app enables your team to use deep data for each zip code while creating and updating territories. Each Zip code can now be treated as a micro-market, comparing market potential against sales results.

Distance calculations are used to automatically predict your teams ability to serve customers in the Zip code. Every Zip code can be served by multiple territories, efficiently managed by the RealZips app.

Which organizations benefit from RealZips?

Organizations with many records in Salesforce will enjoy instant business value from RealZips. If your Salesforce database is burdened with legacy automation (old workflows, process builders, custom APEX) you will rapidly benefit from RealZips, using out-of-box RealZips automation.

RealZips GeoData is proven to empower organizations across all industries, ranging from non-profits to the financial industry. The more data you are managing in Salesforce, the faster you will achieve business value from RealZips.

Organizations that must focus on geographic areas with the highest sales potential (not having an unlimited marketing and sales budget) are very likely to get in touch with more prospects and close more opportunities shortly after implementing RealZips.

Answer these 8 questions and learn if you need RealZips

If you are getting more than three “Yes” responses, you and your team will benefit from adding RealZips GeoData to your Salesforce customer data:

  1. Is your Salesforce customer data missing geographic data points?
  2. Does every customer have critical territory team assignments, and distance to closest team member?
  3. Can you drill-down into customer data across regions, territories, state, counties and MSA metros, and cities?
  4. Is lead routing already an issue, with hard-to-manage rules and overlapping automation?
  5. Are you running out of Salesforce Enterprise Management Hierarchies and Territory Assignment Filters?
  6. Does your Salesforce Org have complex automation for sharing rules, ownership rules and territories?
  7. Does your marketing team struggle to run campaigns by metropolitan areas and travel distance to venues?
  8. Does the sales team miss data on where to focus their sales activities, based on local market potential?

How soon should I expect results from RealZips?

The RealZips app can be up and running rapidly. Oftentimes the customer data can be automatically structured into geographic areas and territories on the first day for implementation.

Depending on your Salesforce ORG’s complexity, the RealZips time to value usually varies between immediate value and up to a few weeks to be fully implemented.

What will the RealZips team bring to the table?

Consider the RealZips team your trusted partner in unlocking your team’s sales success. We have 30+ years of experience from global CRM implementations, across most industries.

Prepare your Salesforce data for the AI revolution

You’re ahead of the AI game

Teams using Salesforce have a tremendous advantage when it comes to rolling out Artificial Intelligence capabilities. Salesforce is quickly adding AI features on top of your existing customer data allowing you to rapidly unlock potential cost savings and revenue gains.

RealZips delivers shortcuts to getting value from AI,
eliminating the need to run data cleanup projects.

Tap into Artificial Intelligence

AI technology is rapidly becoming available and 84% of leaders agree that generative AI will serve their customers better. A whopping 92% of large businesses that already have invested in AI are seeing returns.

Make sure to start testing existing AI capabilities in Salesforce already today, learning how to make predictive analytics. Keep a close eye on what’s gradually becoming available in the promising generative AI space right inside your Salesforce organization.

The data problem

Bad data quality and missing data are major hurdles for most organizations as they start tapping into AI opportunities. The premise of the new AI technology is however limited by the quality of your own data in Salesforce. 

Hard way: Scrub your Salesforce data

There are few shortcuts to improving your data, while preparing for AI-driven workflows. Here are a few common approaches for getting your data in shape:


  • Update Account records with address, industry and key data points.
  • Update Contact records with address, title and valid email.
  • Look into services that test if contact email addresses are active. 
  • Harmonize and standardize picklists where possible.
  • Implement methods for record deduplication.
  • Identify old open Opportunities and start cleaning up.

Once you start digging into customer data that’s been added over time, chances are that even a small data scrub project will take a lot of time and effort.

Keep in mind you probably have apps connected to Salesforce that use existing datapoints. Your Salesforce automation is very likely to use ‘bad data’ which makes data cleanup harder.

Easy way: Add RealZips GeoData

The RealZips app creates an automatic relationship between a Salesforce record and endless datapoints on the related zip code record. Instantly, you’ll have access to datapoints from the zip code, such as city, county, state, territory, and much more. Data you can add is actually endless. Have a look at the  thousands of datasets available in our online store:

RealZips gives you immediate shortcuts for tapping into AI, since the RealZips app automatically augments existing data by adding contextual data to your records. For example you can geofence all customers by county, and prepare for AI predictive analytics by county!

Account record automatically augmented with RealZips Territory team and RealZips geographic datapoints.

Don’t break integrations, searches, reports & dashboards

The RealZips app does not need to change any existing data, making the implementation of RealZips completely risk free. RealZips is simply bypassing all the problems associated with updating existing data fields to new values.

Most of us have seen data update projects break app integrations, mess up searches, render list views useless, distort function formula calculations, not to mention making critical reports and dashboards useless. RealZips makes it possible avoid these issues simply by delivering a data augmentation solution.

Add automatic contextual data

Contextual geographic data unlocks tremendous possibilities, that your team will be using every day across marketing, sales and customer support.

Think about contextual data as an automated process that provides critical market conditions for each record in Salesforce. Contextual data makes it possible to focus marketing and sales in geographic areas where your team is most likely to deliver success for your customers. 

Examples of contextual data from RealZips, used to improve all records in Salesforce:

  • Local incentives that will help your team sell a product or service.
  • Local laws and regulations that may promote (or block) the sale of your product.
  • Automatic geofencing by for example county, organizing customers by local jurisdictions.
  • Travel distance between sales team members and prospective customers.
  • Distance between open opportunities and your own service locations.
  • Distance between existing customers and your competitions’ closest locations.
  • Insights into your customers’ customers: age groups, income and consumer preferences.
  • Weather conditions such as sun hours per year, climate zone and FEMA based disaster risk.

Contextual data, providing risk for natural disasters. Distances for key locations – closest to each zip code – are automatically calculated.


Explore AI capabilities, powered by contextual data

Let’s say your team believes they are closing more Opportunities inside Metropolitan areas, with a really high population density. 

You can test out the theory by adding RealZips data points such as  ‘MSA Metro’ (your geofence) and ‘Population Density’ to all Won Opportunities. Next, run the Salesforce Einstein Prediction Service across the Opportunities and learn if the theory holds up.

Opportunity records enriched with contextual GeoData. Use MSA Metropolitan and Population to analyze Won Opportunities with AI technology. Let contextual data help you pinpoint predictive patterns for Open Opportunities to close.


Prepare for AI success

It’s possible to kick-start your team’s AI journey simply by adding RealZips contextual geographic data to your records in Salesforce in a matter of hours. Install the RealZips free trial from the AppExchange and launch your AI success journey.

Prepare for AI success by organizing all records by territories and geographic zones. Close more deals – by applying AI predictions – based on your own data and RealZips geographic data.


Learn about Salesforce Artificial Intelligence capabilities: AI for Sales and CRM

5 reasons to add RealZips to your Salesforce ORG

RealZips is a data-driven territory management app for Salesforce. RealZips automatically organizes and enriches global customer data records in Salesforce.

Use cases for RealZips range across all industries. The reasons for implementing RealZips are surprisingly similar across different organizations.

These are five common challenges that RealZips will address, enabling you to deliver a better Salesforce User Experience:

  1. Data Enrichment
  2. Territory Management
  3. Actionable Market Data
  4. Salesforce Automation
  5. Customer Focus

RealZips is designed to help your team save time and connect faster with customers.  Let’s have a look at how you can solve these 5 challenges by implementing RealZips:

1. Data Enrichment

Lack of data points across your Salesforce records cause endless problems and inefficiencies.

Marketing can not effectively segment leads or run marketing campaigns in best-fit geographic areas. Sales can not automatically assign prospects and customers to the right sales resource. Assignments of Cases are delayed, creating friction with your customers.

Accounts with automated data enrichment: MSA Metropolitan, Territory and City State.

The Zip code and Country fields on your Salesforce records are used to automatically relate endless data points from RealZips app.

For example, all customer records can instantly be enriched with data points such as city, county, state, MSA metro, time zone, sales team, closest store, and more.

Data enrichment unlocks new ways for marketing, sales and operations to better serve customers.

These are examples of what you will be able to do with RealZips:

  • Add time zones to all records in Salesforce, so your team can time mailers better and schedule outbound calls at the best possible moment.
  • Activate County and MSA Metropolitan data points, allowing you to automatically group prospects into manageable sub-territories. Your team can now run perfectly targeted marketing campaigns and sales activities.
  • Set up automatic Drive Zones around sales and service team members, organizing customers records by distance. Enable your teams to maximize time with customers.

2. Territory Management

It’s virtually impossible to provide your team with a scalable Territory Management solution, complete with interactive maps, dashboards, and integrated reports.

Account page with automated RealZips GeoData. Team assignment, based on business rules. Closest service locations displayed.

The standard Salesforce Enterprise Territory Management (ETM) does not support granular territory management on a Zip code level. Most organizations therefore struggle to manage smaller geographic territories, that divide states and cities. Overlapping territories is another major challenge, as territories are stacked on top of different sales teams, service teams and channel partners.

Home-grown workarounds for Territory Management quickly become confusing and impossible to manage. For example, sales teams must oftentimes use multiple dashboards, reports and links to mapping tools to understand the geographic assignment and ownership of customer records. Salesforce Admins are then forced to build a dizzying array of automation for owner assignment and Sharing Rules.

RealZips is designed to deliver a data-driven, reliable and scalable solution for Territory Management.

RealZips provides a platform for territory management, completely integrated with global customer data in Salesforce:

  • Out-of-box Territory Dashboards for immediate rollout
  • Territory assignment templates for instant territories
  • Management of overlapping territories across the world
  • Map components for any Salesforce page
  • Sales team management and ownership automation
  • Rules-based territory teams, displayed on Salesforce pages


RealZips Territory Dashboard with preconfigured reports and dynamic maps.

3. Actionable Market Data

Market data outside of Salesforce is very important, providing insights for strategic planning of marketing and sales teams. Stand-alone market data can range across demographics, consumer behavior, corporate data, regional incentives, local risk exposure and more. The problem is… it’s outside of Salesforce!

Zip-code based business and consumer data, ready to be blended with your customer data.

The day you start moving market data metrics into Salesforce – combined with existing customer data – is the day you’re creating a substantial competitive advantage for your team.

Market data provides a framework for where to engage in marketing campaigns and sales activities, once the data is in Salesforce. The RealZips app was designed to blend your own customer data with deep market data.

Samples of Zip codes based demographic datasets, available in the store. These datasets can rapidly be uploaded into RealZips and integrated with existing records in Salesforce:

RealZips automatically combines customer data and market data, ranking geographic areas and customers based on local market conditions. For example, all prospective customers can be flagged for local incentives, changes in real estate value, or demand for product and services.

Market data in Salesforce opens up endless possibilities to understand each customer’s local market conditions.

The RealZips app makes it easy to add actionable market data of any type to Salesforce. Here are a just a few examples:

The market data you choose to add, can immediately be added to existing customers records. Prospects and customers will automatically be ranked based on market conditions, distance to sales and service locations, and much more.

Market data in RealZips sets a framework for automating processes, and allowing your team to make instant decisions across territory design, marketing campaigns, and daily sales activities.

4. Salesforce Automation

Simple flow using RealZips GeoData: Flag Accounts around the world with “Today is a local Holiday”.

Trying to automate business processes in Salesforce with missing and incorrect data is a tremendous challenge.

Most attempts to automate processes will be limited to the quality of your existing data.

The Salesforce Cloud has fantastic capabilities when it comes to automation, especially when using Lightning Flows.

However – without useful data points to use in the automation process and logic – you can not make full use of Salesforce Automation capabilities.

RealZips takes your automation and Lightning Flows to new level :

  • Automate assignment of leads by combining territory information, geographic data and market data.
  • Configure flexible rules-based sharing of accounts, contacts, opportunities and cases.
  • Create assignment logic based on distance zones, applicable to stores, service locations, and sales team members.
  • Geographic markers such as County, MSA Metro, Territory and more can be used in your automation logic in virtually unlimited ways to speed up your teams’ workflows.


RealZips provides built-in features for lead routing and ownership assignment, used by large global organizations to keep massive amounts of records assigned to the right team members.

5. Customer Focus

The RealZips app and data was designed to empower your team to focus on the right customers, in the right places, at the right time.

How RealZips unlocks your team’s customer-first focus:

  • RealZips GeoData organizes your customer data into a geographic framework.
  • RealZips Territories makes it possible to roll out a powerful global assignment of internal resources.
  • Market Data provides local market conditions, used to drive marketing, sales and support activities.

Salesforce Automation enriched with RealZips makes it possible to build meaningful workflows that help your team focus on what matters most: Customers.

Run GeoTargeted Marketing with RealZips in Salesforce

Organizations that use RealZips in their Salesforce drive marketing success. This is how they leverage RealZips within their GeoTargeted Marketing.

Lead Generation Challenges
Marketing teams have a tremendous responsibility of finding and qualifying best-fit leads for sales. However, it’s not uncommon for marketers to unknowingly deliver low quality leads to the sales team, overwhelming the sales pipeline with incompatible prospects.

Figuring out which leads are best suited for a sales team is oftentimes a complicated process. Lead profiling is often based upon metrics related to the industry, company size, decision-makers’ access, buyer intent, creditworthiness, and more.

Location data is often neglected in lead profiling because the marketing team has little or no supporting data for meaningful geotargeting. This lack of user location data makes lead generation inefficient.

Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.
— John Wanamaker

Switch to RealZips Geotargeting
When your team utilizes geotargeting with RealZips, it becomes possible to leverage location data throughout the entire lead generation process.

These are the six basic methods to use RealZips for your geotargeting efforts, helping you generate sales success:

Geographic boundaries. Existing boundaries such as states, cities, and sales territories play a critical role in effective lead generation. For example, using County Business Patterns (CBPs) as part of a framework of lead generation is proven to be very effective.

Industry hotspots. Similar companies tend to be clustered geographically. It’s essential to break down Total Addressable Market (TAM) into geography-based industry hotspots from a geo-targeting lead generation perspective.

Local economy. The economic outlook in MSA Metropolitan areas will have a direct impact on lead generation. Economic factors can range across people moving to or from an area, shifts in local unemployment levels, changes in state and local taxes, fluctuations in building permits, competitive organizations setting up outlets and offices, and much more.

Proximity planning. Sales teams often prefer lead generation in concentrated areas such as near airports, close to their stores and field offices, and even far away from competitive locations. Companies with a proximity strategy for lead generation tend to reap substantial benefits related to logistics.

Action triggers. Marketing teams using action triggers in their lead generation have a competitive advantage. They use time zones as a powerful action trigger, sending outbound emails at the best possible local time. Sellers of electric cars may use local gas pricing as an action trigger, spending more on lead generation as gas prices rise.

External data. External data managed in RealZips opens up endless possibilities for lead generation. For instance, use sun hour data by zip code to sell solar panels, leverage local water quality data to provide filtration technology. Tap into flooding and hurricane risk data to provide insurance or new building technology. Leverage financial incentives issued by state and local agencies to promote your products and services. There are no limits to how external data can be used within the RealZips platform, driving success across both marketing and sales.

Generate Quality Leads with GeoTargeted Marketing
Organizations that properly use these methods for geotargeting will likely see an increase in their best-fit lead generation.

The goal is to deliver market-qualified leads in the best possible geographic locations, allowing the sales team to close deals faster. Save time by eliminating leads that are hard to service and avoid marketing in areas where there are few reasons to purchase your product or service.

Quality Over Quantity
Lead generation is about reaching the right prospect, located in the right place, with the right message, at the right time.

When you deliver leads to your sales team, quantity is not always better. If they end up disqualifying a high percentage of leads, your team will lose valuable selling time. Additionally, they may even start doubting if the lead generation process works.

Improving the lead generation process seems to work very well for many organizations, initially setting focus on generating high-quality leads in the best-fit locations. Once the quality of marketing-generated leads meets the needs of the sales team — it becomes possible to increase the number of leads — while maintaining a high close rate.

Next Steps
With RealZips GeoTargeted Marketing, the marketing and sales teams can align efforts and deliver results. RealZips has the potential to enhance your geotargeting, boost your lead generation, and close more deals.

Can Missing Geodata in Salesforce Limit Your Teams’ Success?

The Salesforce CRM platform is fantastic, empowering your team to connect faster with customers, partners, and potential clients. Salesforce is the number one software for customer success, helping organizations like yours manage customer activities and stay in constant touch with all your stakeholders.

However, there is a challenge when it comes to your own data in Salesforce. The data that your team manages is not structured into critical geographic structures such as cities, counties, metropolitan areas, sales territories, or partner regions.

Global Territory Management Powered by Zip Codes
Customer records that don’t have geographic data will “float around” in your Salesforce CRM, creating all kinds of challenges for your team. Without an automatic geographic data structure, it becomes hard to assign ownership to customers, manage marketing and sales activities, and understand where your team will find your future customers.

“The more we can organize, find, and manage information, the more effectively we can function in our modern world.”

 —Vint Cerf

RealZips provides a robust solution for these issues with the RealTerritories add-on. RealTerritories delivers a powerful territory management system, based on the robust geographic data structures within the RealZips GeoData platform.

RealTerritories offers an easily accessible and customizable framework, making it possible to manage territories and sales team hierarchies. Businesses can now enable collaboration within their own teams and will channel partners with the intent to drive revenue acceleration.

You can help your teams drive success by automatically matching customers and sales teams in any geographic area. In short, you will enable your organization to get in touch with the right customers at the right time.

Key Features of RealTerritories
RealZips is used to generate revenue by providing sales reps, management, operations teams, and executives with powerful tools that will drive sales success. Common use cases for RealZips span across:

  1. Territory planning
  2. Territory optimization
  3. Territory management
  4. Addressable market data
  5. Sales & activity quotas
  6. Cross-team collaboration
  7. New reps ramp-up
  8. Territory analytics & change history
  9. Lead & customer assignment

By dividing your customers by territories, you can assign ownership to the right sales rep in a matter of hours. You can empower your sales field teams by potentially saving them 15 or more hours of drive time per month. When sales reps can effectively target zip codes with the highest number of potential clients, your team will simply be spending more time with ‘best-fit’ prospects.

Businesses may free up 15% of the total workload across the marketing operations team, thanks to RealZips. Marketing campaigns can be highly targeted by automatically segmenting geographic areas by market potential.

RealZips makes it possible to manage global territories by providing a powerful geographic data structure across all countries in the world. Needless to say, there are millions of postal codes across all countries—so the RealZips app can dynamically use both partial and full postal codes—which makes highly complex global territories simple to manage.

Other proven use cases for RealZips span across routing 100,000 or more leads to franchise locations, adding 550,000 plus medical procedures for territory optimization, automatic division of contact by time zone, increased lead generation, and smaller sales teams to incur yearly revenue for the staff and your business.

While Salesforce offers you an amazing platform for all your CRM data, there are always ways to help your business improve your organization’s customer service levels and team’s performance. The RealZips app, combined with the RealTerritories add-on, makes it possible to optimize territory planning, set your sales and field teams up for success in lead generation, allows for highly targeted marketing, and helps to uncover what drives business success.

RealZips is built to help you and your team get the most out of your Salesforce CRM system, enabling your team to focus on helping your customers succeed.

Why Do Organizations Need Zip Code Data?

Source: Why Do Organizations Need Zip Code Data? (Salesforce Blog)

After managing and developing CRM systems for over 25 years, it became clear that organizations are missing out on substantial opportunities to grow revenue. Countless meetings with management, sales, and marketing teams always had the same topics of discussion, which is how to solve the main challenges at hand:

  • Our CRM database is growing rapidly and is becoming unstructured.
  • We can not effectively run marketing and sales activities across counties, metro areas, or even territories.
  • The sales team needs to know exactly where to focus their efforts.

Without geographic data to structure and enhance existing CRM data, and no market data to track against current market share, it’s impossible to effectively manage sales territories for growth. Organizations will therefore continuously ask themselves:

  • Are we adding sales reps in geographical areas with too little potential?
  • Are we marketing in places where we can generate many new leads?
  • What is our market share across zip codes, counties, and metro areas?

And when these questions go unanswered, organizations stand to lose millions of dollars in potential revenue.


Need for Geographic Structure Based on Zip Codes

In order for your organization to know your market potential and effectively track sales performance, a geographic structure for all CRM data should be put in place.

The solution is to add a complete zip code database to your Salesforce organization. Each zip code must hold data points such as city, county, metropolitan area, number of companies and demographics to describe your white space for growth. Each existing CRM record will then automatically link to a zip code, instantly creating 40,000 micro-markets. All market data by Zip code is rolled up into cities, counties, sales territories, and regions, providing your team with unprecedented analytics.

Now, that you have a powerful geographic structure in place, all CRM data is automatically organized by sales region and territories. Leads are instantly routed to the right sales representative. You can adjust ownership across 100,000 contact records in minutes. It’s now possible to give everyone powerful search capabilities, plus powerful geographic drill-down reports and dashboards.


Need for Market Data by Zip Code

There is a tremendous amount of geographic market data available. Market data can display the number of companies by NAICS industry code, or the number of people in a certain job position, targeted by your team.

With regards to consumer targeting, there are endless datasets related to age, income and spending habits. Even if you don’t target consumers directly, almost all companies benefit from knowing the downstream market potential for their sales channels.

To understand market share and growth opportunity, many companies invest in sales data related to competitive products, used to compare against their own sales numbers. However, high-level market share analytics is hard to turn into useful data for the marketing and sales teams across local markets.

With Zip codes in Salesforce, data over competitive performance and your company’s own sales data can be broken down geographically and integrated with existing CRM data. The combined data becomes extremely valuable for marketing and sales. The system can automatically propose the best sales strategy for each Zip code, such as “Avoid – too low potential”, “Maintain – high market share”, and “Grow – few competitors and many leads”.


Combine CRM and Market Data

Next, all data must be automatically combined based on Zip codes. It is now possible to pinpoint each geographic area’s market potential and compare against existing customers.

As soon as your CRM data is integrated with market data, your team can use customer data in completely new ways. For example, territory management becomes a very powerful process, allowing everyone to collaborate in the best target areas.

By adding automated drive time to records in Salesforce, it becomes possible to target leads and customers by these zones. Drive time is an incredibly useful tool for sales reps, service reps, and of course event planners.

With Zip codes in Salesforce, you are giving the field sales team unprecedented insights on where to focus efforts, while they are using Zip code data on the Salesforce1 mobile app.


Improve Marketing and Sales Strategies

Amazing things happen when your team can compare a geographic area’s market potential against existing customers. The moment people can view their growth opportunity in real time, they are very often left speechless. We’re seeing organizations rethink and improve their marketing and sales strategies, as soon as they get their hands on these market insights.

By automatically scoring each Zip code by market potential and sales performance, your marketing and sales teams will have real-time guidance over where to run marketing campaigns and focus sales activities. Your CRM data has now become actionable, and your team will find more customers and close more deals.


How One Organization Thrives on Zip Code Data

A recent client, who sells medical devices to doctors, rolled out our 100% native app, RealZips, to their sales team. This allowed their Salesforce Admin to quickly match their own customer data against competitive sales data.

From there they focused on geographical areas with clusters of leads, picking areas with 10 more leads (10 employees or more), where the competition had over $50,000 in sales. They uncovered over 1,000 new leads in a matter of months and closed 300 new opportunities at an average initial order value of $800. These 300 new customers are expected to generate $2,000 per year in repeat orders.

In short – this organization truly put Zip codes to use – generating an additional yearly revenue of over $500,000.


Accelerate Success

Integrating geographic structure and market data with their existing Salesforce CRM data, organizations can accelerate their revenue growth. The added market data allows your team to proactively focus on geographical areas with the highest growth opportunity.

With Zip codes and market data in Salesforce, you will have a competitive advantage; enabling everyone in your organization to target the right areas, talking to the right customers, at the right time.

Empower Sales with Business Density

How can a sales team plan where to look for growing their business?

Throughout my 20+ years in business development, I’ve been part of mapping out where to find new sales opportunities. It was either my own territory, my team’s territories or a whole company’s regions and territories. The questions are always very similar:

  • Where do we have customers today?
  • Where can we find new customers?
  • How can we find clusters of new customers?
  • How do we measure our success?

Business Density Key Metrics

One of the absolutely quickest ways to understand where to look for new customers is the key metric Business Density by zip code, categorized as follows:

  • High – 200 or more businesses per square mile
  • Medium – Between 30 and 200 businesses per sq. mile
  • Low – Less than 30 businesses per sq. mile

This business density metric creates “islands” on a map used to identify general areas where a company should focus their marketing and sales activities. No matter which industry your company specializes in, it provides a powerful guidance for where field teams should engage. Simply start in high density areas and work outwards (see image below).


We have compiled high quality Business Density maps for 30 major markets across the United States.


Empowering sales with RealZips Key Metrics

These key metrics originate from our RealZips app for Salesforce. The RealZips app has many out-of-the-box metrics, which can be combined with your own customer data and sales data. You can add customized data over business density for your industry focus.


Overview of Zip codes and Key Metrics


These key metrics will empower user in your company, providing guidance to areas where your team can close more deals.


Key Metrics for Zip code 10019 in New York City