FullFunnel Helps Deterra System Eliminate Manual Prospecting and Fuels Lead Generation With Data Automation and Enrichment Using Clay.com

Every week, sales reps were spending hours researching public sources like SAMHSA.gov and state-level opioid settlement databases. Their objective was to find organizations that had recently received funding for overdose prevention initiatives. However, the process was inefficient and unsustainable. Reps would manually scroll through lengthy grant announcements, identify recipient organizations, and then head over to ZoomInfo or other platforms to try to find the right contacts. It often took several hours just to find a handful of leads, and even then, the data was hit-or-miss. In many cases, contact information was out of date, key details were missing, or the funding events had already passed. It was a time sink that pulled reps away from what they were hired to do—sell.

Deterra partnered with FullFunnel to eliminate the inefficiencies in its data and prospecting workflow and to build a more scalable, automated approach to lead generation.

The engagement began with a deep clean and enrichment of Deterra’s Salesforce data. Using Clay.com, FullFunnel ran a full audit and validation of the company’s contact records, identifying outdated or inaccurate entries and replacing them with real-time verified data. This included confirming that contacts were still employed at the listed organizations and enriching each record with up-to-date email addresses, direct phone numbers, and job titles. The result was a significantly cleaner CRM, allowing the sales team to trust their data and avoid wasted outreach.

But solving for data integrity was only the beginning. The more complex challenge was automating the manual research process that had been draining the sales team’s time. FullFunnel built a system that could ingest and process data from key public sources like SAMHSA and the state opioid settlement databases—sources that previously required manual navigation. Each funding record was structured into a usable format, capturing details such as organization names, grant titles, funding amounts, award dates, and the purpose of the funding.

Once structured, this data was enriched with contact-level intelligence through Clay, using Deterra’s Ideal Customer Profile as the guiding framework. Rather than asking reps to manually search for decision-makers, FullFunnel’s process automatically surfaced relevant contacts tied to the organizations receiving funding—people with both the budget and the need for Deterra’s solutions.

To make the data actionable, FullFunnel worked with Deterra’s team to create a custom object in Salesforce to house all funding events. These events were linked to the appropriate organizations and contacts, giving the sales team full visibility into who received funding, what it was for, how much was awarded, and when it occurred. This data flowed directly back into Salesforce on an automated basis, meaning sales reps no longer had to lift a finger to find their next best lead—it was already in the CRM, fully enriched and ready for outreach.

The transformation was immediate. Deterra’s sales team now works from a trusted, highly targeted database of leads that aligns directly with the types of organizations actively receiving government funding for overdose prevention. With a fully automated data pipeline feeding Salesforce in real time, reps no longer have to waste hours researching potential leads or guessing whether contact information is accurate.

The team has eliminated the manual work that once slowed them down and replaced it with a repeatable, scalable system that fuels more consistent outreach. As a result, the volume and quality of leads in Deterra’s pipeline have significantly improved, and the sales team can now focus on high-impact activities—like engaging with prospects and closing deals—rather than hunting for their next opportunity.

By partnering with FullFunnel, Deterra has evolved its sales process from reactive and fragmented to proactive and precision-targeted, unlocking both time and pipeline value that had been left on the table.