Building the Foundation for Data-Driven Growth with Candela Scout
A global manufacturer of advanced cutting tools set out to transform how it engaged with a strategically critical — but historically underserved — customer segment: small to mid-sized machining and manufacturing businesses.
This segment represented a large portion of market potential but was fragmented, opaque, and primarily served through third-party distributors. The company lacked visibility into who these customers were, what they needed, or how to prioritize them effectively.
The core issue was data: while the company knew this segment was important, it didn’t have the concrete information required to act on it.
Nearly 400,000 potential accounts in the U.S. alone, with limited centralized records.
Many customers categorized generically (e.g., "machine shop") with no insight into true potential or needs.
Incomplete and inconsistent data across systems (CRM, distributor point-of-sale, industry databases).
No scalable way to prioritize accounts or align GTM efforts accordingly.
Building a Unified Account Database with Candela Scout to address these gaps, the company partnered with Candela and leveraged Scout, Candela’s GTM intelligence platform, to build a comprehensive and structured view of the total serviceable addressable market (SAM).
Comprehensive Account Consolidation
Candela developed a de-duplicated, site-level database of over 390,000 accounts, including both customers and prospects.
Distributor POS sales records
The company’s own CRM
Machine purchase filings
Third-party firmographic data
Revenue Potential Estimation
Each account was assigned a revenue potential using four different methods
Industry-based estimates
Machine purchase data
Direct and distributor sales history
Peer benchmarking
Fit Scoring Based on Account Attributes
In parallel, a fit score was calculated for each account based on:
Industry and end-market alignment (e.g., aerospace, die & mold, defense)
Other firmographic attributes such as size and location
History and type of machines purchased (higher-complexity machines suggested better product fit)
Resulting Database: A Single Source of Truth
The output was a robust, structured, and scalable account database that allowed the client to
Identify high-potential targets previously invisible in CRM
Prioritize customers across multiple dimensions (value + fit)
Localize opportunity by region and territory
Power segmentation, sales planning, and targeted marketing campaigns
This foundational work didn’t just support segmentation — it became the bedrock for a pilot program designed to transform the company’s broader GTM approach.
Better Segmentation
Six strategic segments were defined using the revenue and fit data, guiding sales, marketing, and service motions
Data-Backed Sales Enablement
Candela Scout-powered territory planning gave sales reps and channel partners prioritized account lists with clear rationale
Immediate Marketing Activation
High-value segments were targeted with industry-specific campaigns, driven by machine type and product need.
Too often, B2B companies skip straight to segmentation or campaign design without first investing in a reliable view of their market. In this case, building the customer database with Candela Scout was the enabling step — turning a fragmented, underutilized dataset into a strategic asset.
