An industry leader in IT, network and cybersecurity realized that to be truly customer-centric, marketing and sales needed to be aligned, and sales agents had to be inspired and empowered. Accenture helped this client reinvent its global demand generation strategy to enable modern, customer-centric buying experiences by creating a unified view of all customer and prospect interactions for the sellers. Proprietary AI and machine learning were integrated into the platform to provide buyer propensity modeling and next-best offer recommendations to the sellers. The client has since achieved extraordinary growth in interactions and revenue, particularly with its key accounts.
However, the journey doesn’t begin with adding predictive tools and the right tech talent. Instead, Front Office leaders should start by working backwards, taking two key steps.
The first is to determine what you want the data to tell you about your customers. Narrow it down to 10 to 20 basic questions regarding who wants or needs to buy what and when. Only then can you undertake the second step, which is to create a new data ecosystem—which may even incorporate external data. That new ecosystem will enable all Front Office teams to understand their markets in real-time—and respond accordingly. A data ecosystem will allow you to make five impactful progressions, all hallmarks of a data-driven Front Office transformation: