The client
A leading group in professional appliances for Horeca and laundry, present internationally. A complex B2B customer base (chains, distributors, end-users), an articulated sales cycle, and the growing importance of service and usage data.
The challenge
- A CRM that manages the pipeline but not behavioural signals: usage, tickets, renewals.
- Sales with no visibility over customers with open issues, risking counter-productive campaigns.
- Upsell opportunities missed because usage never reached sales.
- Difficulty cross-referencing data for accurate segmentation.
The solution
- Unification of account, installed product, usage, service and marketing into a B2B profile.
- Opportunity scoring fed by real signals: usage, lifecycle, service status.
- Automatic exclusion from targets of customers with open tickets or fleet movements in progress.
- Upsell audiences for heavy users and re-engagement for declining usage.
The results
prioritised
opportunities on pipeline by account and territory
aligned
marketing-sales on relevant signals
−risk
outreach to customers with service issues
