How Moss Adams improved CRM adoption with Demandbase

Executive summary

Moss Adams, a leading national accounting and consulting firm since 1913, began its CRM transformation journey more than 15 years ago—long before its June 2025 merger with Baker Tilly. Faced with outdated systems, inconsistent data quality, and low adoption across revenue teams, then-Moss Adams partnered with Demandbase to modernize its approach. By replacing manual processes and spreadsheets with a cloud-based CRM enriched by Demandbase, the firm established data integrity as a daily discipline. The result: cleaner, more trusted data; nearly two dozen active users; and more effective, insight-driven sales and marketing campaigns. This early investment in CRM transformation laid the groundwork for scalable, data-driven strategies that continue to shape the go-forward vision of the newly combined firm.

Introduction

In June 2025, Moss Adams merged with Baker Tilly, forming one of the largest professional services firms in the U.S., a merger that is still playing out among the two legacy firms. But long before the merger, Moss Adams had already begun modernizing its approach to customer relationship management. The firm set out to build a foundation of trust in its data—empowering revenue teams to fully adopt their CRM, improve collaboration, and drive growth. This early investment in CRM transformation laid the groundwork for scalable, data-driven sales and marketing strategies that continue to deliver value post-merger

The problem

Before adopting Demandbase, Moss Adams (now Baker Tilly) relied on spreadsheets and labor-intensive processes to manage client and prospect data. Outreach was manual, inconsistent, and difficult to scale across the organization.

In 2010, the firm implemented Microsoft Dynamics as its first CRM. While the system itself was capable, the on-premise deployment left them behind on upgrades, and without clean, reliable data. As a result, user adoption lagged.

They tried supplementing their data with enrichment tools, but accuracy issues persisted. Teams still couldn’t trust the data enough to run campaigns or pursue prospects with confidence.

As Jamie Flores, Director of CRM, explained the data challenge and its impact:

The solution

In 2019, Moss Adams transitioned from Dynamics on-premise to Dynamics Online, and with that shift came a new opportunity — to integrate Demandbase.

Demandbase for Sales immediately started delivering the data enrichment, research, and account insights the firm had previously lacked. Coupled with their custom integration with Demandbase’s Data Integrity, Moss Adams built a solid data foundation that revenue teams could finally trust as a basis for taking effective action.

Key elements of that new solution included:

• Always-on enrichment through Data Integrity, with monthly QC reports that kept data accurate and fresh.
• Sales research and prospecting powered by Demandbase for Sales, replacing the older system with deeper, cleaner insights that had the power to drive effective revenue-generating actions.
• Cross-team CRM adoption across marketing, sales support, client service, and even executive assistants — embedding Demandbase into daily workflows and supporting collaboration. The days of having a CRM as “just shelfware” were gone.
• Governance at scale, with naming rules, industry codes, and enrichment policies that standardized CRM usage across the firm.

As Jamie Flores explained the results of the new approach:

The results

With Demandbase, Moss Adams turned their Demandbase integration into an organizational strength and a basis for effective, timely action.

Some key indicators of success include:

• 6+ years as a primary data partner, ensuring consistent data enrichment and governance.
• Multiple active licenses supporting sales, marketing, and client service teams.
• Trusted dashboards and industry views, built in Dynamics and SharePoint, used daily by firm leaders.
• More efficient campaigns, with marketers using enriched data for segmentation and one-off campaigns.
• Sales impact, as Flores notes:

Key takeaways

What has Moss Adams learned from its experience partnering with Demandbase on its data and CRM?

• Data integrity drives adoption: Clean, reliable data builds trust and increases usage.
• Governance is critical: Consistent rules and monthly QC reports maintain data accuracy.
• Adoption follows trust: When users believe in the data, adoption expands naturally.
• Impact shows up in results: Sales teams using Demandbase insights close more deals.

Looking ahead

Now operating as Moss Adams, the firm continues to expand its use of Demandbase Data Integrity via API to support its larger, merged organization. With industry dashboards, accurate segmentation, and stronger data governance in place, Moss Adams continues to have Demandbase at the center of its CRM and data strategy. With the steady flow of reliable data, the firm also gains greater flexibility to support future initiatives, including expansion into artificial intelligence.

Conclusion

Moss Adams’ story illustrates why data integrity is the foundation of modern revenue operations. By partnering with Demandbase, the firm established a trusted CRM environment that improved user adoption, created stronger alignment between sales and marketing teams, enabled more precise segmentation, and gave revenue teams the confidence to execute smarter, more effective campaigns.

Ready to see how Demandbase can transform your data strategy?