You just need to choose the priority order. If you trust certain vendors over others, great. Most data vendors use some level of DUNS and it's probably the most clearly hierarchical and clean on DUNS, Geo, and Industry NAICS/SIC.
But your data use hierarchy could be like
- Lead entered data
- Reachforce form data
- DUNS enrichment
- LeadSpace enrichment on missing fields
Thanks Josh. All leads start out in Marketo and run through a basic wash cycle. All data sources write values into a private field, and then a Marketo whitespacing routine consults those sources, in priority order, and fills in Number of Employees from the first match. It also writes the source it used into a customer "Number of Employees Source" field. After the lead syncs to SFDC, a lead rep may do additional research and change the Number of Employees. A trigger in SFDC changes the source to "Sales". When Marketo sees new or updated number of employees from any of its sources, it will not make an update is Sales is documented as the source. So we're definitely thinking along the lines you mention. Right now, we just want to choose the "best" master source to sit at the top of that priority stack. The definition of "best" is hard to pin down! Thus the appeal to colleagues here about good or not-so-good experience with their account insight providers.