The Customer
A leading provider of high technology, including hardware, software, services, and complete solutions.
 
The Need
To implement a global “named account” sales strategy, you need deep knowledge of your prospects and customers. This high-tech company knows that successfully moving from pure geographic territories to a named account approach would allow for stronger relationships and increased revenue, but it’s struggling to recognize the relationships of companies in a corporate family when company names are different. Also, the company typically makes 1–2 new acquisitions every quarter, so the named account strategy has to provide for ongoing consolidation of customer lists from those new acquisitions.
 
The Challenge
Like many high-tech companies, this firm has a large, diverse customer base. It serves large strategic customers through its direct sales force and serves smaller customers through its indirect channel.
 
There are two challenges when looking at any customer or potential customer. First, the company needs to be able to determine quickly whether its customer is part of a corporate “family tree” and, if so, which sales team is responsible for that corporate family. Second, the company needs to understand the customer’s demographic
characteristics (firmographics such as industry classification, number of employees, annual revenue, etc.) to know which of its sales channel partners to refer opportunities to when needed.
 
The Solution
Using D&B Optimizer – Powered by Acxiom, this company can successfully transition from simple geographic territories to named accounts. Using Optimizer, this company can:
  • Cleanse its entire database of prospects and customers
  • Match its records to D&B’s D-U-N-S® Number
  • Enrich its prospects and customers with corporate family tree information and other firmographic data
 
The Dun & Bradstreet/Acxiom relationship means that D&B customers get best-in-class commercial matching and information:
  • Dun & Bradstreet is the world’s largest single source of global business information, so you can get enhanced information on more businesses in your database.
  • Through Acxiom, Dun & Bradstreet provides access to the largest collection of U.S. consumer data (enabling identification of home-based businesses) and delivers increased throughput and capacity.
 
The Result
By using Dun & Bradstreet to drive the transition to a global “named account” strategy, this company can build a process that not only will handle its current prospect and customer list, but also can be used as part of the integration of newly acquired companies. The company can confidently “hit the ground running” by selling its combined offerings.

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