$852K
Annual Cost Savings
12
Portfolio Companies Unified
1.5M+
Records Cleaned
6 months
Implementation Timeline
Results at a glance
A $1.5B PropTech holding company with 11 portfolio companies, a patchwork of CRMs and spreadsheets, and 1.5M dirty records needed a unified go-to-market system - built in 6 months.
The Situation & Approach
Context & Challenge
The challenges were numerous from the outset. Every portfolio company tracked its business differently - a patchwork of CRMs ranging from Salesforce and HubSpot to ActiveCampaign and PipeDrive, plus companies running on Google Sheets or no system of record at all. The data integrity was non-existent: more than 1.5 million records across all systems were completely inaccurate - wrong object types, data in incorrect fields, outdated information. This became as much a data cleansing and enrichment initiative as a go-to-market architecture project. Every portfolio company also had unique integrations, workflows, and sales processes.
Our Solution
Revenue Institute flew to Austin to meet each of the portfolio companies and Rex leadership before designing the architecture. The solution was built around a complex single Salesforce instance - split by views, permissions, and record types into 12 separate segments. Each segment had a custom integration with the PropTech platform each portfolio company had built. Simultaneously, a separate Revenue Institute team focused on cleaning, segmenting, and enriching every record: using AI to identify the correct object type for each record one-by-one, using real-time data scraping for enrichment, and implementing validation rules to prevent future data issues.
The Results
$852K Saved Per Year
Due to the drastic improvement in data quality, system governance, and reduction in technology fees through consolidation, Rex estimated savings of no less than $852K per year.
12 Companies, One System
Revenue Institute architected a single Salesforce instance serving 12 separate entities - each with its own views, permissions, record types, and integrations - without requiring each company to manage a separate CRM.
1.5M Records Cleaned
Over 1.5 million records were cleaned, correctly categorized, enriched with real-time data, and protected with validation rules - transforming unreliable data into a trusted cross-portfolio asset.
What this means for a 50-500 person firm
Rex operates at a scale most readers will not match - $1.5B, 12 businesses under one roof - but the mechanism is not scale-specific. A patchwork of disconnected CRMs, spreadsheets, and no system at all - plus 1.5 million dirty records - is what happens when growth outruns the systems tracking it, at any size. The fix was not a headcount build-out to reconcile those systems by hand; it was one system, segmented so each entity kept its own view, that a small team could run. A firm carrying that same reconciliation work today - the record checked in one system against another, the data nobody fully trusts - is looking at the same fix, sized down: one system built and run for you, instead of an administrative team you have to hire and manage.
Outcomes
Key Results Achieved
$852K Saved Per Year
12 Companies, One System
1.5M Records Cleaned
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