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Analytics-driven solutions for customer targeting and sales-force allocation
Sales professionals need to identify new sales prospects, and sales executives need to
deploy the sales force against the sales accounts with the best potential for future
revenue. We describe two analytics-based solutions developed within IBM to address
these related issues. The Web-based tool OnTARGET provides a set of analytical
models to identify new sales opportunities at existing client accounts and
noncustomer companies. The models estimate the probability of purchase at the
product-brand level. They use training examples drawn from historical transactions
and extract explanatory features from transactional data joined with company
firmographic data (e.g., revenue and number of employees). The second initiative, the
Market Alignment Program, supports sales-force allocation based on field-validated
analytical estimates of future revenue opportunity in each operational market
segment. Revenue opportunity estimates are generated by defining the opportunity as
a high percentile of a conditional distribution of the customer’s spending, that is, what
we could realistically hope to sell to this customer. We describe the development of
both sets of analytical models, the underlying data models, and the Web sites used to
deliver the overall solution. We conclude with a discussion of the business impact of
both initiatives.
Analytics-driven solutions for customer targeting and sales-force allocation.pdf
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