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EMC Data Segmentation
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Challenge
EMC has a significantly-increased product cross-sell opportunity since the consolidation of software and hardware business within EMC. Now a fresh approach is required to tap into these opportunities and to speak as one EMC.
Solution
- All existing data was cleansed, standardised, duplicated and consolidated.
- The EMC APJ Checkerboard segmentation and clustering methodology was developed to identify opportunities.
- The already-established GAP methodology was used to cluster the opportunities (G – Grow, A – Acquire, P – Protect).
- An integrated and ongoing communications plan was developed to communicate efficiently to the identified targets.
Results
- 100 top opportunities including sales revenue target could be identified and passed on to sales and partner team.
- Subsequent GAP clusters are mapped and regular targeted communication drives towards the sales funnel.
- During the period of the campaigns, YTD sales went up by 35%.
Services Applied
Strategic Planning
When you understand the mind of the prospect, you know how to attract attention—and inspire action. We combine unique marketplace insights with mastery of customer data and apply it to everything from the user experience to the creative voice to the use of emerging media.