Business intelligence is on its way to becoming an essential sales tool, according to Keith Fenner, strategic sales director, Softline Accpac.
He says that a closer look at the current business intelligence market reveals that usual practice tends to remain enterprise-centric with business intelligence applications most often used to measure and provide metrics on sales, production and internal operations.
Moving forward, Fenner says the market will evolve as companies show an increasing interest in the use of business intelligence for sales force automation.
"The sales force has typically spent time on managing opportunities without fully understanding the market and the prospect," says Fenner. He says there is an increasing interest in using BI analytics, which combines competitive intelligence with company-centric business intelligence, to get a broader perspective of the forces in play.
A successful sales closure depends on the sales force`s ability to obtain a clear picture of both the prospect data traditionally provided by CRM as well as competitive data. Fenner believes that by utilising data feeds and publicly accessible information, it is possible to add huge value to the sales team by complementing typical sales force automation with this data. Extrapolating information from indicators in the external environment enables companies to forecast future trends in their sector. Managers get a better understanding of their organisation`s position in comparison to its competitors.
"If integrated correctly, the competitive data can be stored in the CRM datasets and retrieved as a salesperson embarks on a competitive situation. The relevant data may also be populated into the dashboards," explains Fenner.
He says that once a competitor or prospect is identified, the CRM solution begins to do the groundwork automatically. For instance, Accpac CRM uses the integration tools to connect to external data sources and populate the CRM datasets with relevant data to bind to the sales cycle. This may include competitive pricing, market share as well as prospect analysis.
"It is very exciting for a software company to observe how the market takes ownership of their applications and broadens its function with peripheral uses. It helps us observe where we need to intensify our efforts," concludes Fenner.
Share
Softline ACCPAC is a global provider of business management applications including accounting, CRM, warehouse management and HR to the midrange market. Its solutions are delivered to 130 countries exclusively through its network of over 5 500 solution providers worldwide and 130 throughout Africa. Softline ACCPAC`s product line includes: Accpac CRM, ACCPAC ERP, Accpac Business Analysis Suite, ACCPAC Warehouse Management System, Accpac RMS and ACCPAC Insight.
Softline
Softline is a leading provider of accounting, payroll and CRM software solutions to small, medium and large companies. Founded in 1988 by Ivan Epstein, Alan Osrin and Steven Cohen, Softline was established during the formative years of the software industry and listed on the JSE Securities Exchange South Africa in February 1997. Softline expanded to establish a strong position within its area of focus in South Africa and Australia.
Focused on the development of accounting, payroll and CRM software solutions, Softline has a 16-year track record as a market leader. The group has a broad range of products offering users a variety of software solutions to run their businesses efficiently. Softline`s leading brands include Softline Accpac, Softline Enterprise, Softline Pastel (Accounting and Payroll) and Softline VIP. The combination of the group`s product offerings provides Softline customers with comprehensive, well-branded accounting, payroll and CRM software solutions.
In November 2003, Softline was acquired by Sage Group plc, an established FTSE 100 company. The group includes market-leading businesses throughout the United Kingdom, Europe, North America, South Africa and Australia, supplying business software to the small, medium and large business community.
Softline has a solid track record of profitability and cash generation. The group delivers quality accounting, payroll and CRM software solutions that improve the efficiencies of businesses around the world.
Sage
The Sage Group plc, an established FTSE 100 company, is a leading supplier of accounting and business management software solutions and services to 5.2 million small and medium-sized clients worldwide. With over 13 000 employees, the Sage Group comprises market-leading businesses throughout Europe, United Kingdom, North America, South Africa and Australia. Its products and services are sold through a global network of 23 000 reseller partners, 40 000 accountants as well as directly to clients from Sage companies throughout the world. For the financial year ending 30 September 2006, the group`s revenue grew by 22% to lb935.6 million and the operating profit rose by 18% to lb235.8 million.
Editorial contacts