A large publishing and services firm with global presence wanted to achieve a more comprehensive view of its customers and accounts. While the firm offered synergistic products and services across its multiple business units, sales teams were stymied by a limited view of the customer. Data was held in multiple systems, hindering easy consolidation. The CEO, the head of data analytics, and the heads of sales were convinced that if they could unify the data held in their CRM and other systems, they would have a stronger understanding of their customers and how they could better serve them.
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