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Accelerating Sales Cycles and Unlocking Whitespace Opportunities with CRM Analytics for a Global Tech Leader

How Atrium accelerated sales cycles and unlocked whitespace opportunities with analytics for a global tech company.

Background

Our customer is a global enterprise information technology company that provides IT products and support, solutions, and services to help businesses connect, protect, analyze, and act on their data and applications. Their customers include commercial and large enterprise groups across financial services, healthcare, manufacturing, and telecommunications industries.

Technology

CRM Analytics

Snowflake

The Challenge

An industry leader in the enterprise software and hardware space needed a more data-driven approach to selling within its massive installed base. The installed base refers to the existing hardware and services for the company’s customers and the details of those products and services (e.g., product type, ship date, expiration date, warranty type, etc.).

The company’s global sales and partner experience team is charged with servicing all installed base transactions and contract renewals. When a customer’s equipment is ready for a refresh, or they need more IT capacity, the team has those conversations and helps connect customers with the right solutions.

The team enlisted Atrium’s help to pull data from Snowflake into CRM Analytics (CRMA) and visualize those customer insights and opportunities for sellers and partners in their existing Salesforce environment — enabling them to close more business faster and more efficiently.

Sellers lacked actionability and a 360 view of customers

With an increasingly complex Salesforce org, the sales team struggled to prioritize accounts, extract actionable insights, and engage collaboratively with the larger account team. They needed a better way to visualize and drill down into their installed base data.

It was difficult to access the insights they needed to take meaningful action on accounts (e.g., what they should sell for replacement, which products customers did or didn’t have, etc.). They were also contending with a poorly structured data architecture — a result of vendor turnover and inconsistent work from the various systems integrators (SIs) they had worked with over the years.

“We were under a typical IT lifecycle process where we would go through our IT dept, and they would engage SIs to get the work done,” said the company’s Director of Global Sales & Partner Experience. “Over time, our Salesforce environment had gotten really complex; one SI wouldn’t know how others structured things, there would be turnover on projects, etc. It was a real problem.”

Building a strong data foundation with contextual analytics and visualizations

Company leadership decided the best course of action was to begin storing their data in Snowflake and bring data management in-house with their own architects. But to then make that data actionable for their sellers, they needed an analytics partner (one with experience in both Snowflake and Salesforce) who could help bring that data into CRMA and visualize the insights they needed.

One of the first things that resonated with the company’s sales leadership was Atrium’s pre-built CRMA accelerators. They showcased real solutions for the organization’s specific use cases.

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The whitespace accelerators really caught my eye,” the sales leader added. “They were relevant to our business and great assets to show the team to spark those conversations.”

Using those accelerators as a foundation, the Atrium team delivered custom, persona-focused dashboards, analytics, and 360 account insights, with intuitive navigation and account-level opportunity creation. We helped streamline the sales process to make it easier for sellers to access and act on critical installed base data.

Accelerate Sales and Unlock Hidden Opportunities

See how a global tech leader leveraged CRM Analytics and Snowflake to gain 360° customer insights, streamline sales cycles, and drive higher win rates with Atrium.

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Ongoing support and enhancements with Atrium’s Elevate managed services

As we do with every analytics engagement, the Atrium team took a user-centered approach with a supporting action framework. We kept views simple and highly intuitive, connecting and visualizing the right data in the right business context. We also provided the team with a knowledge transfer and roadmap for long-term improvements.

“We were in a good position to work with a company like Atrium, which was highly recommended by our account team at Salesforce,” the sales leader said. “We had a lot of confidence in the team from day one. A lot of care was given right from the beginning, and I could see that the Atrium team was interested in developing a relationship with us, not just treating it as a one-off project.”

Because of the success of this initial engagement, the leadership team decided it would be beneficial to continue to partner with Atrium by leveraging Elevate, our managed services offering.

“What I appreciate the most is the level of organization and knowledge the team continues to bring. Our project managers know how to speak our language and the language of the business; the way things were set up has been great.”

As a result of their new CRMA solutions and ongoing analytics work with Atrium, the company expects to see improved win rates, faster quota attainment, and increased sales velocity. By providing sellers with better insights and a richer understanding of customer needs, they will be in a better position to grow and expand sales within their installed base.

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We’ve had great feedback and validation from the sales org that this is what we needed, and it’s helping us think about new ways to do business,” he added. “Our people are more productive and happier because they can understand the data they’re seeing and it’s easy to use.”

With Atrium’s ongoing help, the organization plans to keep developing its analytics strategy and incorporate more predictive and prescriptive capabilities, to help the team meet business goals and provide customers with the highest level of service possible.

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