Challenge

With thousands of incoming sales leads, generated from multiple sources – website visitors, partners, events, seminars, webinars and more – the lead management capabilities of this major technology solutions provider were under pressure. To continue to provide technology solutions to businesses, governments, education and healthcare organizations in the United States, the UK and Canada, the company needed a new, integrated, data-driven approach to decision-making.

The rapid identification of a relatively small number of high-potential leads amongst a vast sea of data presented a major challenge. The current system relied on agents manually checking all potential sales leads to identify new prospects, and those already on file.

What Accenture did

The company partnered with Accenture to focus on integrating the company’s fragmented data environment and transform the digital user experience on the company’s website. With the SynOps operating engine, the company’s sales and marketing data strategy harnesses the best of human talent, machine capabilities and diverse data sources and is at the core of the company’s decision-making process.

We used industry algorithms to match leads with existing data for a 360-degree view of prospects. Training rolled out in 20 languages across 45 countries to enhance skills to interpret the new view.

With a new “single source of truth” data repository, the team embedded lead enrichment and prioritization tools at the heart of the sales and marketing organization to quantify the addressable market.

An integrated intelligence engine was developed for the lead management lifecycle from demand generation, to lead categorization, execution, campaign effectiveness measurement and reporting.

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People and culture

Through this ongoing transformation, the company’s commitment to building a truly data-powered marketing organization means that its people now have a far deeper understanding of multi-channel performance, as well as the levers they can use to boost that performance still further.

Decision-making has been improved and the automation of multiple manual processes with new tools and technologies has freed up teams to focus on high-value work.

Value delivered

This technology solution provider’s Sales & Marketing capabilities have been transformed into a new, data-powered growth engine for the business.

The organization now has an integrated, multi-channel approach spanning all stakeholders, including teams in marketing & IT. This has given it unprecedented insight into the provenance, potential and performance of every lead entering the system.

Every high-potential lead can be tagged, tracked and rapidly followed up with new, actionable insights and recommendations. This has transformed conversion rates, while new value is being identified every day through advanced analytics.

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By the numbers

2.5m

2.5 million leads served per year which is 3 times more than before.

10+

More than 10 percent cost savings realized in year 1 of the program, with 36 percent savings projected over the program’s first five years.

$14m

US$14 million new value identified through analytics.

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