A painful process for every employee
This technology giant was already doing a great job of predicting global market trends and anticipating customer needs. But the process wasn't an easy one. Its marketing team would conduct extensive – and highly time-consuming – market research to identify new prospects and uncover upsell opportunities.
The market research process was largely manual and, on average, took up to 72 hours to complete, which put huge pressure on employees.
Worse still, the company struggled with inconsistent and disparate data. This made it difficult for employees to discover competitor insights, track customer satisfaction, and identify upselling opportunities within its customer base.
So, the company set out to transform its competitive intelligence process. The aim? To establish a 'golden record' – or a single source of truth – of the customer lifecycle, simplify its marketing and sales efforts, and enhance its competitive edge.