Can You Win With the Data You Have?

What if your competitor does it better than you? You may not lose today, but you will lose eventually.

We worked on a project for a large software company on the west coast. They had two major projects pushed out until the next fiscal year. They were six months into the year with no new products to sell and seemingly no way to make quota. 

After explaining the problem to us, we asked them to give us until the next day to come up with a solution. The next morning, we sat with the VP of North America and proposed that we look at all customers across all locations and determine what they had bought. This information needed to be attached to a customer maturity curve by location. Then we compare companies across common SIC or NAICS codes, so if GE Turbines bought something, there was a very high probability that Siemens Turbines would buy the same thing at the same point on the maturity cycle. 

Solution

• We then proposed looking at the activation database to determine if there was a shelf-ware problem and would the customer buy something new. 
• From here, we looked at white space, or what they could buy and, based on the data, predict what they would buy next or what became known as Next Most Likely Purchase. 
• Marketing was given the task of creating an individualized market campaign addressed to the people who were the business decision maker and technical decision maker for each location. No more shotgun marketing, a rifle shot only. 
• The next step was to create from or predictive Next Most Likely Purchase model, a prescriptive model that would guide the sales force and marketing team on what to do next to push the deal thru to closure and we proposed running the model daily as opposed to monthly as most competitors did. Our team had been working with the client for over 5 years and had a very deep domain and data knowledge of their global operations. 

The client asked, “How long will this take to operationalize?” Since we knew the data and how to source and aggregate it quickly, we committed to being operational in 2 weeks. We were given the go ahead. 

The Result

At the end of the fiscal year, the client turned a potentially dreadful performance into a stellar success, far exceeding quota expectations. 

The Blackstone & Cullen Rapid Response BI Team delivered when it counted.

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Blackstone & Cullen delivers sustainable competitive advantage to its clients by transforming their business, digital and human capital through its proprietary process USX?, The Ultimate Solution Experience.

If you have a near impossible problem, let’s chat. Lee Blackstone 404-218-2889.