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digitalKnowledge Solutions |
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We answer your complex business problems by developing
solutions that combine people, processes, and technology to
drive positive results.
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Infusing CRM with Business Information to Target Sales Prospecting |
[Read Full Case Study]
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Client |
Chicago-based information technology firm which
provides technology solutions to large and small
businesses in a variety of industries throughout the
United States and abroad. The company is comprised of a
diverse collection of interdependent business units and
together, the units offer customers a single source for
the development, purchase, finance, and implementation
of robust IT solutions. |
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Challenge |
Marketing campaigns and account manager prospecting
needed to be more targeted and
data-driven to help influence positive returns from such
activities. However, moving to a more information-driven
sales and marketing model would require that the company
establish new fundamentals for outbound campaigns and
prospecting efforts, causing a shift to established
internal processes. However, the management team
realized that they needed to leverage third-party
information to enhance its prospecting efforts.
Additionally,
the data had to be restructured for integration into the
existing CRM application and the company had to work
within significant structural constraints imposed by the
data provider. |
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Solution |
To help guide the transformation efforts,
digitalKnowledge lead the company through three key
phases: Data Set Analysis; Transformation and Loading;
and Knowledge Transfer. The strategy focused on
utilizing the company’s existing CRM database and
reporting capabilities to make the third-party data
easily accessible for campaign list pulls and prospect
segmentation. Over 20 distinct flat files comprising
nearly 1,000,000 records and several tiers of
relationships were imported and staged in a relational
database. Once the files were available, they were studied and prioritized for
importation into the CRM application based on alignment
with anticipated usage patterns. Prior to loading,
custom SQL de-duplication routines were written to match
new companies to existing account records. |
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Results |
Once infused with a wealth of data, the company’s
CRM system instantly became more intelligent and capable
of providing the informational insight needed for highly
focused campaign planning and sales prospecting. Over
25% (17,000 Accounts) of the company’s CRM database now
boast a vast range of demographic, installed technology,
infrastructure, and corporate structure information,
providing the marketing and sales teams with increased
levels of certainty around their target audience. |
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