It is one of the biggest blind spots for go-to-market teams: a lack of accurate visibility into the corporate hierarchy.
When subsidiaries run their own systems, legal names don’t match what reps search for, and employees often list parent companies inconsistently on LinkedIn. As a result, you deal with the chaos of duplicate records, you miss out on expansion opportunities, and you end up having to manually clean up your CRM, which derails your business plans.
We see this challenge across all industries and verticals, and most painfully in some of the world’s largest B2B enterprises. Without accurate hierarchy mapping, GTM teams fail to:
- Route opportunities to the right owner
- Uncover upsell or cross-sell opportunities
- Plan territories accurately
- Measure account engagement across marketing, sales, and other business functions
Why is Accurate Corporate Hierarchy So Critical?
Corporate structure is not just an operational detail; it’s the foundation of GTM precision. When sales, marketing, and RevOps teams can see how every subsidiary, parent, and holding company connects, they unlock clarity and efficiency across the entire customer lifecycle.
- For Sales: Imagine closing a deal with YouTube. Without proper hierarchy, the rep doesn’t realize YouTube rolls up to Alphabet, and misses the chance to multi-thread into Google Cloud or expand into other Alphabet divisions. With hierarchy clarity, expansion plays are automatic.
- For Marketing: A campaign designed for Salesforce users may accidentally target Slack, Tableau, and MuleSoft as separate entities. Without hierarchy, the budget is spread thin, and reporting looks inflated. With hierarchy, campaigns can be precisely aimed at the parent or subsidiaries, depending on the objective.
- For RevOps: Territory design is one of the most politically sensitive topics in sales. Without hierarchy mapping, two reps may both believe they own Slack vs. Salesforce, creating conflict. Accurate hierarchies prevent overlap, enforce fairness, and ensure everyone is playing from the same map.
This is why hierarchy mapping is a core use case within our Revenue Growth Intelligence Fabric. By combining firmographics, technographics, IT spend, and buyer intent with the industry’s most accurate corporate lineage, HG Insights delivers a unified, bottom-up view of every account.
From Messy Data to Actionable Structures
Many teams try to solve hierarchy through legacy providers or homegrown fixes. Flat subsidiary lists from vendors like D&B often introduce more noise than clarity. LinkedIn scraping is unreliable, incomplete, and inconsistent, and manually maintained spreadsheets decay within weeks.
HG Insights takes a different approach. Our hierarchy data is built from billions of source files, refreshed weekly, and validated for accuracy at enterprise scale. This matters because even a single false positive, i.e.linking two entities that aren’t actually related, can misroute the pipeline, confuse reps, or worse, create conflicts with customers. With HG, you get structured clarity that’s integration-ready for CRM, marketing automation, and sales engagement platforms.
Our hierarchy mapping provides structured clarity:
- Global HQ → Parent → Subsidiary lineage
- Weekly refreshes from billions of source files
- Integration-ready enrichment for CRM, marketing, and sales systems
This precision ensures GTM teams always work from a single source of truth.
Putting Hierarchy into Action with Clay
Our partner Clay has now integrated HG’s corporate hierarchy mapping directly into their GTM platform. With a single input, Clay users can uncover the full hierarchy of any company—from the global HQ down to local entities—structured in a way that’s actionable for routing, scoring, and triggering plays.
Check out Clay’s blog post to see how GTM teams can put this data to work in CRM cleanup, smarter multi-threading, and expansion plays.
HG Insights is a gold sponsor of Sculpt, Clay’s first user conference. Come and meet us in San Francisco on Sep 17th.
The Data Foundation for GTM Precision
Hierarchy clarity is one dimension of HG’s broader Revenue Growth Intelligence Fabric. It comes to life when combined with the rest of HG’s market-leading data assets:
- Firmographics & Technographics: Know exactly what technologies each subsidiary is running and how budgets are allocated.
- IT Spend Intelligence: See how much companies—and their related entities—are investing across product categories.
- Buyer Intent & Sentiment: With TrustRadius, capture authentic downstream buyer signals and peer review sentiment to understand which accounts are truly in-market.
- Predictive Modeling: With MadKudu, score and prioritize accounts using advanced predictive models that bring ICP and hierarchy data together.
Together, this creates a unified, bottom-up view of the market that turns every account into a precise, actionable GTM opportunity.
Watch this short video to see why 95% of the Fortune 100 technology companies trust HG Insights for precision in their GTM data: Watch here.
If your GTM team is ready to replace hierarchy chaos with clarity, [book a demo with us] (link) and see how HG Insights can power your next wave of growth.