GE Gains Better Visibility into Channel Sales
Customer Company Size
Large Corporate
Country
- United States
Product
- E2open Channel Data Management (CDM)
- Salesforce CRM
Tech Stack
- Data Integration
- Data Warehouse
- Cognitive Artificial Intelligence
- Machine Learning
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Productivity Improvements
- Customer Satisfaction
- Digital Expertise
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Utilities
- Renewable Energy
Applicable Functions
- Sales & Marketing
- Business Operation
- Warehouse & Inventory Management
Use Cases
- Inventory Management
- Predictive Replenishment
Services
- System Integration
- Data Science Services
- Software Design & Engineering Services
About The Customer
GE Automation & Controls is a division of GE, the world’s Digital Industrial Company, transforming industries ranging from aviation to renewable energy with software-defined machines and solutions that are connected, responsive, and predictive. They offer turnkey solutions for full power plant automation, control, and safety, as well as standalone industrial automation products for a variety of other industries. With 2,500 employees in 30 countries dedicated to customer success, this division of GE automates the processes that generate half of the world’s power. A third of major metropolitan areas rely on GE control systems to help provide electricity to citizens. GE Automation & Controls leverages hundreds of channel partners across the globe to get local inventory to customers and provide technical expertise on GE products.
The Challenge
When investing in partners to drive program performance, iB2B channel suppliers like GE Automation rely heavily on point-of-sale (POS) data from partners to power everything from customer intelligence to sales compensation. The ability to collect and use this information is crucial to GE’s ability to operate with transparency and enable effective sales processes. With its data in disarray, GE struggled to calculate accurate sales commissions, spent weeks matching POS data to opportunities and lacked any information on sell-through for all but the largest partners. GE realized that to achieve their goals of increased visibility and better sell-through, they would have to perform an entire overhaul of their data processes. This overhaul would require cleaning up the customer data stored in GE’s Salesforce database to eradicate issues like duplicate data and inconsistent naming conventions, amongst many others.
The Solution
GE began by considering the benefits and costs of a manual data overhaul but concluded that this approach would ultimately prove to be too time-consuming and would prevent GE from establishing an automated data management process. The other option was to find a specialized vendor with a solution built to automate the overhaul. After evaluating multiple vendors and with a consensus from a number of internal teams across a variety of departments, GE selected E2open to drive its new channel data management process. A key part of the initiative was gaining internal and external stakeholders’ trust and cooperation. Some distributors mentioned security as a concern when GE broke the news that they would use a third-party vendor for CDM, but E2open was able to demonstrate how it offered stronger security safeguards than the legacy practice of emailing or faxing sales reports. GE began its data integration and collection overhaul with E2open during the summer of 2016. As a key part of the integration, the data that E2open’s platform collected began flowing into GE’s Salesforce instance and was immediately integrated into its data warehouse. E2open’s technology officially went live with all GE channel partners on Jan 1, 2017.
Operational Impact
Quantitative Benefit
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