The CEO of a cyber risk solutions company wanted to improve visibility into its relationships with Fortune 500 companies – those that the firm had relationships with, and those that were not serviced by the firm. The chief marketing officer wanted to assess their go-to-market sales and marketing approach for improved new client acquisition and cross-sell opportunities, especially with C-suite executives.
Our client supplied Salesforce.com lead and contact files to RelPro’s data services team. We completed a data mining process to identify more than 3,000 key executives in targeted C-suite and senior executive roles with existing clients as well as new prospecting opportunities.
RelPro data services aggregated our client’s data from multiple CRM systems and other internal files, and matched them against the target executives identified by RelPro to determine relationship coverage.
RelPro showed the CEO that their CRM systems contained only 15% of the 3,000 key executives of interest (14% as leads and 1% as contacts). As a result, the sales and marketing team have prioritized business development and marketing campaigns, and identified new opportunities to grow revenue. The sales team also licensed RelPro software to prepare for meetings with the targeted executives efficiently and systematically. They use RelPro alerts to keep them informed of developments with targeted executives, and to prompt action when a relevant event hits the news. The RelPro data services experience has also prompted an evaluation of Salesforce.com adoption, and identified opportunities to improve data quality.