HomeBI gives the sales organisation better insights

BI gives the
sales organisation
better insights

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The challenge

Big sales organisations with large geographical coverage and changing markets often face the challenge of being able to measure key indicators in a homogeneous way. Sales management has the task of measuring and validating a pipeline and getting the whole organisation on board in development and work going forward. One company that has used Business Intelligence shares the benefits of working in a data-driven way here.

The challenge consisted primarily of time-consuming work gathering information from several units and sources, such as CRM systems and Excel documents. Spending time on administration meant that sales management could not focus on driving sales. Furthermore, the data collected was unreliable, as it was no longer up to date by the time it had been compiled.

Another factor that drove the company towards a more efficient solution was the goal of increasing the company’s net sales. Were sales staff focused on acting within the right areas, where demand was highest, and how do you set goals for sales work at the individual level? How could you produce a reliable forecast of future revenues using the data available in the company’s CRM system? Many questions and challenges were discussed together with Nordlo in order to find answers through a Business Intelligence setup linked to visual dashboards.

Carrying out a pilot project enables us to take corrective action and remodel as required at an early stage”

The solution

Together with Nordlo, a feasibility study was conducted in which we conducted a thorough review of needs, purpose and commercial benefit. A project plan was produced to achieve the desired situation from the situation in which the company found itself at present. Together with a project group of representatives from sales management and other managers at the company, information sources were collected and tests were conducted to make sure that the outcome would meet expectations.

“When setting up a dashboard, we use an agile work method, involving interim deliveries at short, iterative intervals. We maintain a close dialogue with the customer at all times, in which the customer tests, analyses and constantly presents input for improvements. The ultimate aim is that the data produced is relevant and together we produce the right KPIs. Carrying out a pilot project enables us to take corrective action and remodel as required at an early stage,” says Claes Johansson, Development Manager at Nordlo.

After the pilot project came a launch and follow-up with the whole sales organisation, in order to make sure that the tool was being used correctly and providing value to both sales management and individual sales representatives in their day-to-day work. The outcome was a user-friendly report containing real-time data that can be viewed in different verticals to show what the balance is right now.

   Feasibility study and project plan

   Pilot project

  Launch for sales organisation

  Visual dashboard with real-time data

Customer value

The effect for sales management was opportunities to make fact-based decisions and the ability to conduct area-based monitoring and follow-up in a geographically dispersed organisation with a large area of products and services. Cost efficiency became clear, and decisions can now be made more quickly based on real-time data and historical data. The quality of the data entered into the various basic systems was much better and quality-assured. In the past it was a problem that the different internal systems were not synchronised, and sales staff were not updating the CRM systems on time.

Company management was also given the opportunity to monitor growth goals and be able to make strategic decisions based on correct data. Being able to track the sales trend directly instead of on a monthly basis, as in the past, has meant that the decision-making process has been shortened significantly in the company. The individual salesperson received a visually attractive tool that can provide insights into sales in real time, outcome versus defined goals at individual and group level, and also greater opportunities to be prepared ahead of meetings with new and existing customers. Data maturity is not just a future success factor, it already seems to be having a very strong impact on the company’s competitiveness.

This is confirmed by the research company Kairos Future in a study in which they analysed just over 500 business leaders in European countries. Starting work to achieve a data-driven organisation can be done at company level or by starting at department level, where a group within the company drives the issue. It is now not just a matter of an individual department being able to visualise data, the use of Business Intelligence enables the entire company to benefit and make progress with the aid of the insights provided. Do you want to find out more about how Nordlo can move your Business Intelligence initiative forwards? Feel free to contact us for an initial meeting.

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