Taking a Data-Driven Approach to Territory Alignment

salesterHow well are your clients able to define and manage their sales territories? If you’re talking to a company that operates globally, chances are they could use some help.

Here’s an example. A growing software company was looking to accelerate revenue growth and realign its sales teams to go to market more effectively. Using Dun & Bradstreet industry classification data in its CRM system, the company discovered it had great traction in four distinct industries. With this insight, management changed its enterprise sales strategy, aligning marketing and outside sales resources to focus on the four industries and having the inside sales team handle incubation of other markets. With a clear set of priorities and better team alignment, the company’s revenues began increasing markedly within one quarter.

Better Tools for End Users

Using Dun & Bradstreet data and insight integrated into an enterprise CRM system, sales and marketing teams can get greater visibility into their territories – and find new and better prospects more easily.

Dun & Bradstreet offers more than 80 data elements that companies can integrate natively into their CRM systems through pre-built connectors such as Data.com and D&B360, or a combination of the D&B Direct API and offline files.

A combined partner-led solution enables end users to:

  • Accurately assign accounts to specific territories based on geo-location and industry classification, including SIC and NAICS codes
  • Correctly identify a customer or prospect business using the D-U-N-S Number
  • Group parent companies with their subsidiaries using the Global Ultimate D-U-N-S Number and Corporate Family Linkage to show ownership hierarchy
  • Target the right buying locations for the company’s products and services, using precise data such as Number of Employees in a region and secondary SIC and NAICS codes to identify additional lines of business
  • Find new prospects and prioritize leads based on Annual Revenue and industry
  • Leverage Dun & Bradstreet’s world-class data to target new customers in the most efficient manner possible

Selling Points for Business Managers

Getting the right data in the right workflow really does help with efficiency, making sales-generating employees more effective, reducing overlaps in sales and service, and boosting ROI on a new CRM purchase.

Why invest in a combined solution of data and CRM system? Here are a few of the business benefits for the client company as a whole.

  • Reduce conflict between the internal sales team and the channel by defining territories based on new and existing opportunities.
  • Identify and prioritize high-value accounts, from sales calls to service contracts.
  • Leverage data that maps to an internal sales team structure consistently, so the business can better align sales reps and avoid territory overlap.
  • Improve conversion rates for cross-sell and upsell.
  • Track and deliver commissions appropriately, even across extended corporate families.
  • Find new prospects by profiling existing high-value customers.
  • Operate more efficiently across countries, regions and industries.

In my next post, I’ll talk about how companies can use Dun & Bradstreet content to improve and enhance reporting and analytics, so your clients can have confidence in the resulting business insights.

Got questions or suggestions? Email me at LevinJ@dnb.com.

Posted in AllianceNetwork, Data Quality, Sales & Marketing, Solution Partners by Jeremy Levin

Jeremy Levin is Salesforce.com Channel Manager for Dun & Bradstreet

Leave a Reply

Your email address will not be published. Have a question and don't want to leave a comment? Drop us a line.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>