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A financial services company had identified an underdeveloped segment of current customers, but they didn’t know enough about the target to create a focused sales approach. They were data rich, but insight poor.
 
We analyzed 5 years of internal data utilizing company level vectors. The initial break was company growth based on revenue. A further breakout led us to recommend that they prioritize sales efforts by industry against a tightly defined growth segment. From there, we developed personas based on key data points including geography, line of business and revenue potential.  
Our segmentation analysis identified actionable, high-value customer profiles, which informed a sales process change and delivered significant value for the organization.
  • Business from underdeveloped segment grew 50% vs. YA
  • Re-engineered internal sales process based on segmentation and profiles
  • Revamped data collection process and strategy
  • Increased internal efficiency for client teams

  • Predictive of future success
 
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