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Ramp Up The ROI On Your CRM With Better Data

F5 leverages the breadth and quality of Dun & Bradstreet information in its CRM to improve sales utilization and drive higher productivity


F5 Networks, based in Seattle, Washington, is the leading provider of application delivery networking products that optimize the security, performance and availability of network applications, servers and storage systems. Founded in 1996, F5 Network has enjoyed tremendous revenue growth, and in 2010, the company was featured in Fortune’s 100 Fastest- Growing Companies list. With revenue of $1.15 billion in 2011, up 31 percent from $882.0 million in 2010, F5 is focused on better leveraging its CRM to support its future growth.


F5 approached Dun & Bradstreet with the goal of supporting future growth in an organized, scalable and adaptable way—similar to the other market-leading, agile technologies F5 provides to its own customers. F5 had several major objectives:

  • Understand the opportunity in existing accounts
  • Know more about its top tier accounts to enable account growth
  • Identify new prospects and acquire new customers
  • Improve lead distribution
  • Gain deeper insight into industry trends

Ultimately, F5 wanted to capitalize on its existing investment in CRM and MDM technologies to achieve these goals through better data.


F5 implemented D&B360 and within six months had already achieved significant data quality improvement results, including an increase of 80 percent in the number of customers with assigned D-U-N-S® Numbers. With the aid of the D-U-N-S® Numbers, their account data has been matched to the right companies and their company and contact data has been automatically cleansed, matched and enriched with Dun & Bradstreet data, driving overall data quality on a global basis to a historical high by a wide margin. For F5, the D-U-N-S® Number provides a way to uniquely identify company locations, allowing it to pull additional profile data from Dun & Bradstreet’s vast database of more than 210 million companies and 100 million contacts, and sets the foundation for the Company’s data management program and processes.

“ When we deployed D&B360 we saw a big spike in CRM utilization and the quality of the data in our systems.”

Andrea Jagla, Senior Manager, Sales Operations

F5 quickly achieved account matches using D&B360 batch-matching technology, which incorporates over 30,000 sources of data that is updated over a 1.5 million times daily using Dun & Bradstreet’s proprietary predictive indicator technology. Batch-matching connects partial and incomplete company and contact information with the Dun & Bradstreet database in the background, providing a match quality grade for each match.