Challenges
Needed Master Data to Optimize Sales & Profitability
- Began to master COA & GL data & visibility
- Need customer master records to track CRM patterns
- Unique customer info needed for targeted selling
- Lack of marketing platform for customer reach
Strategy
Clean, match, master & harmonize data
- Master customer records across 38 systems
- Fundamental in customer 360 strategy
- CRM enabled common platform for lead generation
- Driving metrics in CRM analytics dashboard
Levels of Success
Strategic
- “Impact on revenue opportunity cross division – Revenue Opportunities”
Business
- “Informed highly targeted lead generation – Customer 360 visibility – CRM alignment / Analytics”
Project
- “Integrated MDM into operation systems – Aggregated 38 Systems – Master COA/GL/CRM”
