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Business Intelligence: Improved Sales and Marketing Analytics for a Utility Company

Business Challenge

One utility company required aggregate information on sales performance, campaigns, prospects and contracts won/lost to make profitable management decisions. Although detailed sales data was available in a CRM system, the system had limited ability to produce multi-level, longitudinal or graphical reports. In addition, the company required aggregate reporting on prospects within several of their sales regions but the raw data to be utilized resided in disparate external sources. How can management make precise decisions without accurate and on-demand information?

Solution: Multi-Dimensional Sales Reporting Capabilities

By leveraging the existing report capability in the implemented CRM tool, Armeta exported information on the fly, individualized it, and then aggregated it to produce advanced daily, weekly and monthly analytical sales reports. These reports allowed sales management to access summarized information from sales records accompanied by easy-to-read charts and graphs.

To optimize customer acquisition ROI, market sizing and segmentation reports were created to aid in a prioritized “by value” market approach. The raw data utilized was sourced from customer extracts, the Master Customer List (MCL) and ERCOT provided TDSP monthly files of active and de-energized meters. All data was cleansed, normalized, assigned to single buying entities, and aggregated.

Result

The Armeta-generated reports enable marketing management to view overall sales performance by sales channel, by individual person, and business entity. Actual sales are compared to Key Performance Indicators on a weekly and monthly basis. Market size and segments are scrutinized to seize sales opportunities as the market shifts. With access to regular, predictable and updated reports, management has accurate and available data to manage the sales pipeline and ensure that the sales team approaches the market in a targeted and focused manner.
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