Uniting Sales and Marketing With Data For the Win
Company Size
11-200
Region
- America
Country
- United States
Product
- GoodData Platform
- imSMART
Tech Stack
- Cloud-based analytics
- Mobile analytics
- Data visualization
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - Data Visualization
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Healthcare & Hospitals
- Pharmaceuticals
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Replenishment
- Supply Chain Visibility
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
About The Customer
CompareNetworks is a platform provider of an online comparative marketplace, designed to unite manufacturers in the lab, bio, pharma, dental and ophthalmology space with potential buyers. The company is very data-driven and their business model is based on introducing potential buyers to the best manufacturing partners and products on the market, via a simple, intuitive online user experience. By 2012, CompareNetworks had established a polished and effective online marketing vehicle, successfully connecting close to 1000 manufacturers with potential customers. However, they identified a gap in their service where their customers’ marketing departments were losing visibility into how their assets were performing as prospects moved through the buyer’s cycle.
The Challenge
CompareNetworks, a platform provider of an online comparative marketplace, was already leveraging GoodData to evaluate platform performance and demonstrate the value of their solution to customers. However, they identified a gap in their service. After the handoff to sales, their customers’ marketing departments were losing visibility into how their assets were performing as prospects moved through the buyer’s cycle. Without a full picture of the success of their content at all stages of the customer journey, marketers couldn’t optimize materials to meet their buyers’ and sellers’ needs. This gap presented an opportunity to deliver more value to customers, while creating an additional line of revenue for CompareNetworks.
The Solution
CompareNetworks launched imSMART, an interactive mobile tool for iPad that closes the gap between sales and marketing, delivering the most up-to-date content to sales people, while also providing automated reports to marketing that keep them up to speed on asset use. They integrated GoodData into the imSMART mobile sales enablement platform, without hiring any additional staff. The final product, with full analytics capabilities, gives sales the power to highlight their products in a more dynamic way, while providing marketing a deeper understanding of how their marketing assets are being used and shared—so they can make informed decisions around campaigns, materials and budget allocation.
Operational Impact
Quantitative Benefit
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