REVIEWER: Joe Schwartz, director, marketing for WebEx.
BACKGROUND: WebEx, acquired by Cisco Systems in May of 2007, provides SaaS-based solutions to companies of all sizes. WebEx online meeting and collaboration software services help companies all over the world fulfill their most ambitious goals for marketing, sales, training and support. More than 7 million people use Ciscos WebEx products every month to communicate and collaborate online.
PLATFORM: Internet Explorer on standard Windows PCs.
PROBLEM SOLVED: We wanted to improve our lead-to-close rates and increase profitability. Specifically, we needed to increase efficiencies in the sales organization by optimizing our lead management processes. We did not have an effective way to create lead profiles that would help us understand which leads were most likely to close and why. We also needed to quickly identify customer behavior patterns that would help us improve our conversions and also analyze customer behavior over time to identify critical touchpoints at each stage of their lifecycle. All of this functionally needed to be delivered in an easy-to-use, low-cost and rapidly deployable solution.
PRODUCT FUNCTIONALITY: Quantivo allows us to quickly and easily dig deep into customer behavior data without the need for special training, enabling us to act fast on key marketing and sales discoveries, and providing continuous drilldown to answer even the most specific questions. We can immediately understand key factors in win/loss scenarios and adjust our marketing strategy to improve conversion ratios. Quantivo also allows us to quickly identify how to map our sales operations with sales priorities for example, how to utilize our resources most effectively to go after certain market segments and fend off new competitors. We can now track individual attributes on each sales opportunity and identify patterns relative to individual salespeople, competitors, common company attributes and sales regions. The Quantivo 360° Finder is a unique capability that quickly presents customer behavior patterns that we dont have the bandwidth to uncover by ourselves helping us to know what we dont know.
STRENGTHS: Quantivo offers us the unique ability to quickly identify customer behavior patterns this kind of analysis typically requires days or weeks of work by experts. Quantivo is also a low-risk purchase. We saw real value from our data before we made a purchase decision. Once we made a decision to purchase Quantivo, it only took six weeks from pilot to implementation. In addition, Quantivo is usable by a wide range of people within the organization, including people without analytics expertise.
WEAKNESSES: Quantivos functionally is centered on delivering powerful analytics, not producing charts and graphs. Most of our users prefer to use spreadsheets and PowerPoint for data presentation, so we export the Quantivo data into Excel and use Excels chart/graph capabilities for data visualization.
SELECTION CRITERIA: We selected Quantivo because it offered a unique combination of powerful pattern identification with a low-cost, quickly deployable SaaS solution that could easily be employed by the average business user. We did not want to spend the time/costs to implement new software, so a SaaS solution was a requirement. We also wanted a powerful solution that could be used interactively in-house rather than through an outsourced analytics firm, which typically is expensive and often introduces long time-to-answer delays.
DELIVERABLES: Quantivo allows us to follow our train of thought through powerful pattern-based analytic question/answers. Quantivo also produces reports that identify common attributes of the sales opportunities that were both won and lost, recommendations for how to route incoming leads to maximize profitability and marketing effectiveness analytics reports which pinpoint the offers that increased conversion rates. We also analyze sales activity to identify sales touchpoints that will decrease sales cycle time and increase win rates.
VENDOR SUPPORT: The time to value was impressive. Quantivo answered our top 20 questions about customer behavior in less than one week - while we were still in the pilot program. Weve implemented other analytic solutions that have taken years of deployment before seeing any value. Working with Quantivo also required very little time investment compared to other analytic solutions weve purchased. The Quantivo team uploaded our sales and marketing data in just a few days.
DOCUMENTATION: The documentation is very readable and is available online - with video tutorials. But because its a SaaS solution and Quantivo takes care of data management complexities, there is not much need to refer to the documentation.
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