In professional services firms, relationships are a critical driver of growth, but understanding them at scale isn’t easy. As firms expand, relationship information lives across inboxes, personal networks, and CRM systems that don’t always tell the full story.
For marketing and business development leaders in particular, this creates a familiar challenge: how to plan, prioritize, and report on growth efforts when relationship data is incomplete or difficult to connect back to results.
Withum built a more reliable foundation for marketing and business development by using Introhive to capture relationship data automatically and make it available for marketing and BD initiatives. Instead of adding new processes or asking busy professionals to update the CRM, the firm relies on data generated through everyday work and uses it to support outreach, campaigns, and opportunity development.
The outcome is greater confidence in relationship data, stronger coordination between marketing and business development, and clearer visibility into how relationships support revenue.
Creating clearer visibility into revenue influence
Once relationship data is captured in the CRM, Withum tracks opportunities where the Account Creator is Introhive. This designation indicates that the account and its associated contacts originated from Introhive-captured relationship data, creating a clear point of reference within the system.
Those contacts are then nurtured through various marketing and business development campaigns, resulting in opportunities and closed won business. By following this path, Withum can more clearly see how relationship data moves from initial connection to revenue, an area that’s traditionally difficult for professional services firms to quantify.
Improving data quality so that the data can actually be used
As CRM systems grow over time, they accumulate contact data from many sources. Titles become outdated, company information changes, and records lose consistency. When that happens, marketing and business development teams spend more time fixing data, or worse, avoid using it altogether.
Withum uses Introhive’s Cleanse to enrich contact records with current titles, locations, and company information. By standardizing and filling in key fields automatically, Cleanse keeps key CRM fields consistent and up to date without adding manual work for professionals.
As a result, marketing and business development can plan campaigns, build target lists, and analyze performance using data they trust.
Supporting relationship led growth day to day
Before prospect or client conversations, people at Withum use Introhive to see who in the firm already has a relationship with the individuals or organizations they’re engaging. This includes visibility into the strength of those connections, not just whether a contact exists. By seeing existing relationships across the firm, users can identify potential warm introductions, understand who may have relevant context, and approach conversations with greater awareness.
This insight helps marketing and business development identify warm introductions, involve the right people, and approach conversations with more context. Over time, it supports more coordinated business development and helps the firm make better use of its collective relationships.
“We’ve had many Introhive users share how they tap into the who-knows-who capabilities of Introhive ahead of calls or with prospects, helping win new business. This is very valuable to them.” – Rhonda Maraziti, Partner, Chief Marketing Officer
What’s ahead
As Withum continues to evolve its reporting approach, the firm is exploring how Introhive data can be incorporated into Power BI dashboards. The goal is to bring relationship insights and revenue influence data together to better support planning, client conversations, and cross service awareness.
Explore more Introhive case studies and client spotlights here.
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