This document discusses making sales and marketing more data-driven. It notes that traditionally conversion rates are around 2-3% but increasing data capture and feedback allows for higher rates. Edison is introduced as a system that uses AI to integrate data sources and customer feedback to help salespeople make better decisions. It captures 1.3 billion datapoints from various sources to provide a single view of customers and territories. Edison's market feedback system helps identify what is and isn't working for winning deals. This integrated approach including short sprints of activity allows for quicker adjustments and has achieved lead conversion rates up to 18% compared to the industry baseline of 3%.

1. © 2020 Citrix | Summit | Content under NDA
Barry Magee
Director of Business Intelligence and Transformation, Citrix
Data Driven Customer Engagement
Workflow and Feedback systems to improve
customer engagement

2. 2 © 2020 Citrix | Summit | Content under NDA
The Use-Case Journey : Perseverance
What happens if you try to make sales and marketing more data-driven?
Industry baseline 2-3%

3. A RAIN of lists
Average of 100 unique
“lists” per Europe mission
No DIRECTION
Only 5% of lists have prioritization and lists
at odds with each other
Quality => TIME
Each doubling of lead conversion rate
halves time taken to get pipeline
No FEEDBACK
Without ability to capture feedback we lose
customer insight on 98% of calls
Business As Usual
Ad-hoc list driven execution from multiple and hidden stakeholders
suppresses lead conversion and time to pipeline target.
1-2%
lead
conversion
1
integrated
process
1
client discussion
for all topics
13-20%
lead
conversion
Edison Pipeline
one integrated process in sales connect with management system and
market feedback allows sales sprints increasing speed to pipe
Weeks
to build
pipeline
A $1m sales target of $100k transactions and 20% Win Rate will take 50
weeks of activity to achieve with a 1% lead conversion rate.
A $1m sales target of $100k transactions and 20% Win Rate will take 9
weeks of outbound activity to achieve with a 5.5% lead conversion rate.
1
2
3
4
Months
to build
pipeline
What’s the problem – it’s hard to build pipeline
What happens if you try to make sales and marketing more data-driven?

4. observe &
adjust
observe &
adjust
observe &
adjust
observe &
adjust
2%
10%
Time
Lead
Conversion
1. create processes to capture the data to answer what you need to know
2. think agile marketing and sales with a data backbone
3. identify > execute > observe > adjust > repeat
4. short sprints of activity allow you course correct more quickly - eliminate waste & maximise conversion
How - integrated feedback allows you to pivot
What happens if you try to make sales and marketing more data-driven?

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Edison – what is it and how does it work?
Using A.I. to make sense of conflicting choices to help make better decisions
Workspace
Intelligence to
drive Employee
Experience
A
Use-Case Conversation ‘Models’
3
Control Data
Access across
all Data
sources
B
Simplified
Desktop
Delivery with
DaaS
C
Accelerate
migration to
Microservices
Apps
D
14
models
BI Integration of Data
Single Version of Truth
Integration of Data
2
1.3bn
datapoints
A B C D
Bank of Scotland Y N Y Y
First Midland Y Y N Y
British Airways Y N N Y
National Grid Y N Y Y
PSNI N Y Y Y
Lloyds TSB N N Y Y
Permanent TSB Y N N Y
1
2
3
4
5
6
7
8
One Integrated View of Territory
4
12
use-cases
1. How Many Prospects?
2. Are we Executing?
3. Are we Converting?
4. How Much Pipeline
5. How Much Won Revenue?
Market Feedback System
8
1. Where are we Winning and Why?
2. Where are we Not and Why?
Integrated Management System
7
Mix of Data Sources
1
1. Citrix Install, Spend, Seats
2. Competitive Hardware
3. Competitive Software and Apps
4. Competitive Services and Contracts
5. IT Budget by Topic & Location
6. Research & Buying Signals by Person
12k
signals
TAM
market
Net
New! Data Driven Reason of Call
Data Driven Reason of Call
5
Salesforce for Workflow
6

6. 6 © 2020 Citrix | Summit | Content under NDA
The Use-Case Journey : Perseverance
What happens if you try to make sales and marketing more data-driven?
build ‘it’
Industry baseline 3%
AI baseline 13%
Sales Blitz 18%