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Using Customer Location Intelligence To Boost Sales
Using Customer Location Intelligence To Boost Sales
By Jennifer LeClaire / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
MAY
30
2013

What do you get when you mix location intelligence with CRM? Improved sales and service efforts through better management of territories, lead or case assignment, visit planning and routing.

At least that's the promise of Galigeo's new Galigeo-for-CRM advanced location intelligence software solution for the enterprise. Analysts are bullish on the concept.

Galigeo software connects directly to enterprise applications, maps large-scale data sets and applies spatial processing to enhance data visualization, reporting and predictive analytics. The company's solutions are focused on improving business outcomes. Its customers include IBM, Autodesk, Orange, and Carrefour.

By tackling location intelligence, Galigeo is tapping into an identified market need. In fact, 61 percent of organizations said location intelligence is very important in helping to improve business processes and performance, and 65 percent said it is important to maximize the value of customer information, according to a Ventana Research benchmark study.

"This requires the context of location and increasing the speed of customer response times. Our research found customer response times as the top factor for investment," said Mark Smith, CEO and chief research officer at Ventana. "Galigeo-for-CRM provides organizations with the opportunity to help sales and service organizations optimize planning and maximize the potential of customer relationships."

Geographically Automating Sales Calls

The goal of location intelligence solutions is to put proximity and geography at the heart of sales and service processes. Galigeo-for-CRM offers three core functions: Visit Planning, Lead and Case Assignment & Routing, and Territory Management.

Visit Planning aims to help sales and service teams and individuals to organize daily visit planning, increase the number of visits a day and optimize visits with location, routing, and proximity search. Meanwhile, Lead and Case Assignment & Routing works to simplify lead assignment, reduce management overhead, shorten time to action on leads, and help managers and sales reps focus on getting the right leads to the right rep quickly and automatically, based on actual territory assignments and account assignments in the CRM system.

Finally, Territory Management delivers two primary sets of capabilities. One is to assist in planning, design and validating geographic and account-based territory alignments, with territory assignment integration to the CRM system. That allows managers to define, manage and affect territories within an organization. Second is to leverage location intelligence and spatial functionality to optimize sales performance with a set of business and spatial data analysis and visualization capabilities.

Connecting People and Machines

We caught up with Brad Shimmin, a principal analyst at Current Analysis, to get his feedback on Location Intelligence software for CRM. He told us the concept makes perfect sense because geography is a key aspect of sales.

"The sales organization was literally the first to be mobilized within the enterprise and in many ways drove the most popular use cases of collaboration and mobility," Shimmin said. "It's only natural to see companies like Galigeo building solutions that tie sales enablement to the broader data and analytics objectives that you see inside a company."

By integrating with solutions like IBM's Cognos and SAP's Business Objects, Shimmin said, Galigeo is taking the basics of geolocation -- I am here, my customer is there -- and coupling it with the immense and extremely valuable data that lives inside of a company's line-of-business applications relative to that salesperson and that customer.

"This is much more than what you typically get with these geolocation tools for sales enablement, it's much more than that. It's the ability to couple your sales force with your distribution network," Shimmin said. "This is the promise of what RFID was: systems and people in a three dimensional environment being connected and talking to one another and to the machines."

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