THE ULTIMATE GUIDE TO ARTIFICIAL INTELLIGENCE

FOR SALES & MARKETING

 How to improve Sales & Marketing
performance using artificial intelligence

Sales & Marketing are the pioneers of digital

business transformation

Who can benefit from artificial intelligence?

4 Steps to Predictive Sales & Marketing

The value of the Data-Sphere

Why is Predictive Sales & Marketing now a must-have?

4 reasons why artificial intelligence is becoming

indispensable

How does artificial intelligence work?

What value is hidden in your customer data?

Should we do this in-house?

Common Uses Cases for Artificial Intelligence

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 HOW TO IMPROVE SALES & MARKETING PERFORMANCE
USING ARTIFICIAL INTELLIGENCE
Driverless cars, virtual assistants, augmented These last few years, companies in every sector are facing a much more competitive market, exponential
reality, blockchains, robotics, connection technological evolution and more complex customer behavior. New technologies give decision-makers new
technology and nanotechnology… All these levers to stimulate customer engagement and unravel value. The art and science of selling to businesses has
changed significantly. Buyers have already researched the market and competitive products before engaging
innovations are set to bring enormous with sellers and the whole process is now more complex.
change to society as we know it, and artificial
intelligence is no exception. Given this new landscape, many top modern marketers are looking for more intelligent and data-driven ways
of engaging with customers and potential buyers, as well as ways of increasing their revenue in a data-driven
approach. Predictive Sales & Marketing works by taking all of the available data about an organization and
the lead-level information about the people you actually engage with to advise you on: who to target; what
proposition to offer, and when to target them.

Does this level of insight seem incredible? The technology’s already here and working. Are you ready?
Gartner predicts that
within 3 to 5 years, 50% of
analytics applications will
feature artificial intelligence
functionality.

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 SALES & MARKETING ARE THE PIONEERS OF
DIGITAL BUSINESS TRANSFORMATION
In a mass information context, Artificial intelligence represents a vital opportunity to break new ground. You may have already implemented
business buyers have changed and Marketing Automation to streamline and improve your marketing process. However, the actions marketers can take
so has the sales cycle, rationalized on marketing automation data are purely reactive: you learn something about a customer or prospect, which you can
then take action upon.
through digitalization. Sales and
Marketing teams, working upstream By contrast artificial intelligence is proactive. It can now make sense of once meaningless volumes of data. It’s
of the sales cycle, are now positioned permitting companies to transform themselves into full digital businesses and support decision-making to create
to become the first pioneers of “data-driven” strategies leading to short-term performance.
artificial intelligence in a company to Internet giants like Google and Amazon have already proven the value of artificial intelligence over the past
accelerate customer engagement. 15+ years. Now this technology is available without the need for a team of Data Scientists - and with an immediate ROI.

2005-2015 2015-2025
1990-2010 Predictive modelling of
Marketing Automation became
SALES & MARKETING SOFTWARE CRM Systems became
critical for digitally savvy internal and external data
mainstream
businesses to improve sales

2000-2015 2015-2025
Artificial intelligence solutions
1 Predictive Analytics Big Data solutions
st
ARTIFICIAL INTELLIGENCE developed by most advanced
structuring, universal and
future-oriented technology
organizations’ Data Scientists teams
available to every company

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 This is the first time in many years that an advanced technology solution
provides the insights necessary for us to really focus our marketing initiatives.
Sunny Bath, Head of Technology, Euromoney institutional investor PLC

More Even more

sophisticated technology sophisticated technology

REPORTING PREDICTIVE ANALYTICS PRESCRIPTIVE ANALYTICS

"X number of "Customer X is 89% "You should target customers

customers churned Prediction of likely to churn" Prediction of new A & B with a retention campaign
last year" sales opportunities sales opportunities on (with budget of $X),
on customers customers and leads however customer C is
not worth retaining"

Artificial intelligence is a serious reality for businesses

Customer data exploited by artificial intelligence makes behavioral correlation available through predictive models. Artificial intelligence
becomes a real growth and efficiency lever!

Advanced artificial intelligence platforms now provide this new turnkey solution as a Cloud service; this is the obvious next step for those
organizations looking to become more data-driven or to make further marketing and sales performance improvements.

External data is a key differentiator between predictive platforms.

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 WHO CAN BENEFIT FROM ARTIFICIAL INTELLIGENCE?

You need enough data to be able to build robust predictive models.

1. Sufficient data This isn’t always the case with generic industry models. Generally, you'll need more than 2,000 customers
and 3 years’ worth of history.

Having more than 1,000 products also often lends itself to predictive capability, with the added complexity.

Sales and Marketing Departments must be able to successfully act upon the predictive insights provided.
2. Sales & Marketing Sales and Marketing teams therefore must have the capability to execute campaigns using intelligent
insights from Big Data.
maturity
Systems and processes such as CRM & Marketing Automation must be in place.

New insights produced across the customer lifecycle will require some of your processes to change if
they’re to incorporate new data and optimizations.
3. New corporate culture To achieve the most powerful results most companies will require a willingness to change, robust project
and change management, and strategic leadership from the Executive team to transform and register the best
business results possible.

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 4 STEPS TO PREDICTIVE
1. Mass Data Collection
SALES & MARKETING Predictive analysis requires all (or as much as possible) of the
available data about businesses, at both account and contact
level. This data needs collecting from hundreds of internal and
external sources, indexed on an ongoing basis, before combining for
modelling.
Digital is considerably changing companies’ knowledge of their
customers and the associated value. To develop their revenue,
companies put the customer at the heart of their strategy and use
artificial intelligence on Big Data to understand and target the
market better, find hidden information and predict tendencies. 2. Predictive Models Construction
After data has been pre-processed, normalized and modelled using a variety
of statistical techniques (filtering, rounding, factor analysis, parameters
Today, companies don’t need to invest in specific IT systems selection), depending on the outcome being modelled. These multiple models
or consultancy. Artificial intelligence platforms facilitate data (Generalized linear model, neuronal networks, support vector machines…) then
segmentation and internal information share, opening a new need to be evaluated and continuously modelled and tested to identify the process
gate into customer engagement. Conversion rates are being allowing developing the best predictive model.
multiplied.

Predictive analytics is an incredible bridge between Sales

and Marketing, favoring the ability to work together. The
3. Business Data Recurring Retrieval
flattening of the hierarchical structure and the multiplication
of decision-making procedures fundamentally modifies Now thousands of scores and propensities need to be translated into insights that the
the management of the information. business can take action upon like Customer Lifetime Value . Finally, Sales and Marketing
Departments can understand, anticipate and satisfy the customers’ and prospects’ needs.
Information is widely delivered and shared as continuously updated streams.

According to Forrester 89% of Sales

and Marketing Departments now have
predictive on their roadmap to improve
4. Intelligent Conversion of Data into Actionable Insights
their customer cycle and adjust in real
Once data is collected, aggregated and extracted, Sales and Marketing Departments can benefit
time their business proposal, what from actionable insights to accelerate and support decision-making on the entire sales cycle. This
about you? information is available through a specific platform or via the CRM or Marketing Automation tool. The
analysis of this field of data leads to a better follow-up and assessment of the decisions’ impact, to
adjust them if necessary.

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 THE VALUE OF THE DATA-SPHERE
Sales & Marketing, take power over your accounts and contacts! Use
artificial intelligence and predictive analytics to make the best of
your customer data.
Machine Learning algorithms exploit internal and external data to identify new
prospects, scored by similarity with the ideal customer profile and according
to their purchase likelihood. By analyzing the constantly evolving scores
of prospects and customers, companies can adapt their communication,
following the interest level and the detected priority. Artificial intelligence
provides new levers to decision-makers and empowers them to focus on
operational tasks and grow business.

Give me a place to stand,

and a lever long enough,
and I will move the world.
Archimedes, 250 BC

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 Internal data is great…
SOURCE EXAMPLE DATA SIGNALS

Customer & prospect data, sales cycle

CRM, ERP
velocity, ROI, payment behaviors

Historic product, type of contract purchases,

Sales Data
discounts and price

Demographic and firmographic prospect &

Marketing Automation customer data, content downloads marketing
interactions

Support Logs Historic support tickets and complaints

Product Usage Logins, session, features used

Web Analytics Sessions, time on page, visitor profiles, navigation historic

…But external data is king!

SOURCE EXAMPLE DATA SIGNALS Once gathered, internal and external
data are structured by artificial
Private Datasets Companies House, SIC codes, credit scores
intelligence algorithms to deliver
Company Websites Classification, location, language, management team improved insights to trigger
Social Profiles, likes, followers, friends, comments, updates, usage
immediate action.
Indicators of surges of interest across thousands of different topics, Predictive analytics has gone from an elite
Buyer intent Data
from within an organization
and expensive option to a widespread
Public Websites Job postings, litigation, grants, growth competitive weapon.

Media News, launches, PR, announcements

Sector Specific Data targeted at a particular sector or industry

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 Data Preparation Refining algorithms
Other Building
training sets

Mining data for patterns

Although Data Scientists are happy to have the "Sexiest Job
of the 21st Century" according to Forbes, they unfortunately
spend far too much time preparing and pre-processing data
and actually very little time working with algorithms.
Collecting
data sets

Data scientists actually spend

80% of their time preparing data.
Cleaning and
organizing data

3 key preparation steps for Data Scientists

1. DATA CLEANING 2. DATA TRANSFORMATION 3. DATA REDUCTION

Model input variables (or features) need to Numerical variables can then be scaled to It is typical to have thousands of candidate
cleaned, have blanks filled, may need to have a common range - normalized. Categorical variables ready to be passed into a model.
data smoothed (by regression, clustering or variables can be grouped (generalized) and These can then be analyzed to understand
binning) to remove "outliers" and also have any often new (more powerful) variables will be which should be excluded (e.g. irrelevant or
inconsistencies corrected. constructed - e.g. 'distance from store' from low distribution). Variables themselves may be
postcode. further reduced by binning and clustering.

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 Why Data Quality is not a show-stopper for artificial
intelligence?

Internal data (CRM, marketing automation, ERP, sales history, back-office…) quality is not
a show-stopper for artificial intelligence. The right predictive algorithms, model cleaning
and pre-processing can deal with very sparse or poor quality data.

Data can be analyzed and results of models evaluated in advance - if your data is too
poor to be predictive it will be apparent early in the process. This is the ultimate data
quality test for predictive.

TOP TIP FOR VENDOR SELECTION Your customer master data may be messy, but can easily be cleansed and
enriched from an external data source and corrected before processing.

Artificial intelligence holds new opportunities for Sales As modelling is probabilistic the data does not need to be 100% accurate,
and Marketing Departments. unlike financial reporting. You don't need to wait for such accurate data to
be able to add significant value back to the business.
The artificial intelligence platform you choose will have to be
able to automate much of the data quality work (extracting, One of the main sources of learning is from your sales data, which is
transformation, loading) using external data to enrich and typically very accurate; as this drives your invoicing and how your
standard business rules to cleanse data. customers pay you.

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 WHY IS PREDICTIVE SALES & MARKETING NOW A MUST-HAVE?

There are probably millions of £s worth of

value hidden in your data
KNOWN CUSTOMER VALUE
You can get started tomorrow, with only a
small financial commitment

Previously only the most sophisticated

companies could make use of predictive
analytics - now everyone can PREDICTIVE CUSTOMER VALUE

Artificial intelligence is an undeniable

competitive advantage

55% of B2B organizations have now implemented Marketing Automation and are now looking for
further ways to optimize their performance

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 4 REASONS WHY ARTIFICIAL INTELLIGENCE
IS BECOMING INDISPENSABLE
Customers are becoming more and more demanding. They now expect proactivity, accuracy and consistency. Without precise and valuable
date, companies are unable to build data-driven strategies. To answer this need, artificial intelligence provides accurate analysis on customer
behavior with immediately actionable actions.

Hyper
personalization Hyper targeting Agility Iteration
Hyper personalization goes Mature organizations are sat Companies host a large For the first time, companies
beyond conversion rates on stacks of data. This is ideal volume of data. Machine benefit from data to influence
optimization and sales increase. for data mining and machine Learning algorithms learn their prospects or customers.
The target is, more globally, learning to discover where from these data flows to Marketing campaigns are
customer satisfaction and the best opportunities are and simplify the 360° vision of becoming more and more
brand relevance. Sales and improve customer knowledge customers real expectations sophisticated through
marketing strategies can finally to retain the right customers and attractive products. predictive analytics generated
be adjusted in real-time via and work on account targeting. Organizations continuously by internal and external
an exhaustive knowledge of The opportunity for predictive detect the best sales data. Sales and Marketing
the customer. Personalized analysis is huge and the opportunities via the Data Departments visualize in
contents are delivered in business benefit is a dramatic Science. real time every new sales
real-time, interactions are improvement in operational opportunity and hasten the
individualized. efficiency and productivity: decision-making process.
several man-days can be
gained.

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 HOW DOES ARTIFICIAL
INTELLIGENCE WORK?
PREDICTIONS

Marketing Departments traditionally estimate the future value of a client through numerical
SCORING average based on the results of the past year, current economic index and estimations from
MODELLING ORCHESTRATION
the coming year’s strategy.
TRAIN & TEST
Facing the inefficiency of traditional marketing practices, companies are now turning to predictive
marketing. Artificial intelligence combines a collection of statistical techniques to analyze the past, to
CLUSTERING

ASSOCIATION RULES

REGRESSION

SUPPORT VECTOR MACHINES

ENSEMBLE

DEEP LEARNING

predict what is going to happen in the future .

Train model on historic Train model on known

customer signals in historic outcomes – e.g. did
PREDICTIVE previous year the customer churn?
MODELLING
TECHNIQUES

DATA
THRESHOLD
MONITORING
N-2 N-1 N N+1
DATA PRE-
PROCESSING

Score model on Predict an outcome in

historic customer signals future year - e.g. will a
in current year customer churn?
INTERNAL + EXTERNAL
DATA

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 WHAT VALUE IS HIDDEN IN
Accelerated lead generation and reduction of
YOUR CUSTOMER DATA? acquisition costs by a better segmentation and
prospect hyper personalization

As the adoption of CRM and marketing automation

matures, it's no surprise that companies with these
Improved conversion rate and sales opportunities by
technologies are sitting on a wealth of data. Leading
organizations often hook in internal usage and optimizing prioritization
external social data to empower sales & marketing
staff in their decision making, customer
understanding and cost adjustments according Identification of new upsell & cross-sell opportunities
to each campaign ROI. Unfortunately there is
only so much data a human can process and
interpret. This is where machine learning
comes into its own. Retention and cost improvements by better targeting of 'at
risk' accounts

Sales cycle acceleration

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 Why choose a well-proven artificial
We already do some predictive intelligence solution vs In-house
modelling in-house, why can't we do platform?
Predictive Sales & Marketing?
1. Predictive model accuracy is generally only as good as the data
made available to a model. External data (including signals from
hundreds of different external & public sources) make predictions far
superior.

Yes you can, but you should be aware that leading Cloud vendors 2. Artificial intelligence platforms offer a full suite of predictive capability
are offering a complete and configurable solution, as a service, that is configurable to your business.
for a much lower total cost of ownership. Marketers now have
access to artificial intelligence solutions without having to 3. Speed of deployment is often weeks vs months (or years), offering
turn to a team of data scientists. Doesn't that sound an easier
immediate ROI.
option?

4. Significantly lower Total Cost of Ownership (TCO). Cloud vendors include

data crunching, hosting, hardware, software, support and ongoing predictive
model performance monitoring all as part of the monthly fee.

Key points to consider 5. Often in-house Data Science teams can be repurposed onto new value generating
to choose the right solution tasks, rather than customer-focused predictive (which can now be achieved out-of-
the-box).

6. Choose a vendor with pre-built connectors to your existing cloud tools - this will
make integration and deployment a breeze.

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 COMMON USES CASES FOR ARTIFICIAL INTELLIGENCE
Predictive applications are now much wider than just lead scoring. Artificial intelligence has a massive impact on Sales Departments’
performance and unravels many high added-value applications for Marketing Departments.

Use ideal customer profiles to build 1. Market Insights & Strategy

& refine Go-to-Market strategy

Target new look-alikes prospects

2. Prospect Profiling and predict most valuable potential
customers

Prioritize existing leads in your CRM based on

likelihood to convert & value 3. Lead Prioritization

Anticipate revenue generated by deals

4. Sales Forecasting most likely to close

Gain deep understanding of customer behavior, segment

your customer base and take action based upon future 5. Customer Profiling
estimated value
6. Opportunity
analysis & ROI Analyze the source & future value of new acquisitions

Find which products/services are suited to which

customers 7. Upsell &
Cross-sell

8. Churn Identify customers unlikely to renew

Analysis

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 Artificial intelligence opens new unexpected perspectives to competitive
businesses. The transformation, though, is now set to go far beyond the
limits of Cloud computing. Artificial intelligence algorithms provide immediate
levers to reinforce customer satisfaction and generate fast growth. Want some advice?
Get in touch with one of our experts
Key buying decisions with artificial intelligence vendors:

1. Choose a software vendor who can offer a full suite of predictive

services
Most customers start with a single use-case such as expand upsell and cross-sell, then expand over
time to take advantage of the wealth of opportunity that predictive can uncover. To benefit from all the
Thinking of
predictive analytics opportunities in your business, over the entire customer cycle, a full suite customer building in-house?
engagement solution is essential.
Make sure you read
page 16 of the guide
2. Build a business case to demonstrate the opportunity to gain
To implement the change necessary for a successful artificial intelligence project; it is important to build a solid
case. The project needs analysis; project planning and preparation; project management and implementation,
KPI and goals definition and finally project delivery and appraisal; many points must be taken under consideration
before the launch. The better artificial intelligence vendors recognize this project approach required for complex
B2B organisations and can provide consultancy services to help you get the best possible ROI.

3. Choose a vendor on flexibility, trust & partnership for success

With the complexity of B2B business, no two companies are the same. Initial project goals can be redefined to better meet
the current structure’s needs. It becomes critical for your vendor of choice to have a flexible and configurable solution (e.g.
you may need to add in new data sources) or change how you deliver insight to the business. Most importantly, you need a
vendor who you can trust and has a track record of success. Don’t hesitate totake a look at use-cases and business benefits
in detail!

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 Accelerate prospection with prospect profiling

For the first time, thanks to artificial intelligence, those marketing departments
that are segmenting their audience, anticipating expectations and identifying
consumer trends by offer, geography and profiles etc are securing a concrete
return on investment and getting a step ahead of their competitors.

Automated marketing is giving way to smart predictive marketing, fulfilling the marketer's
dream, with predictive messages that are sent to the right target at the right time to
trigger purchase, with a much better success rate than traditional methods.
IMMEDIATE BENEFITS
Using powerful predictive techniques to analyze your historical data, you can now
identify Ideal Customer Profiles and what signals define them. We call this their
data DNA. Execute effective account-based
marketing campaigns, knowing exactly
Armed with this data DNA, you can uncover more companies ‘like them’ and which accounts to target.
reach the right leads. Take that a step further and find the best contacts at these
accounts to target with intelligent campaigns or include in Ad audiences.
Drastically improve the quality of leads & data
With external data signals like buyer intent, you can even find prospects delivered to Sales and reduce time spent on
that are ready to buy now. conversion.

68% 94% 52%

OF SALES REPS' TIME IS OF YOUR MARKETING OF SALES REPS DIDN'T
SPENT RESEARCHING, NOT QUALIFIED LEADS WILL MAKE QUOTA LAST YEAR
CALLING LEADS NEVER CLOSE

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 Lead Scoring: Rule-driven vs Data-driven

The volume of accounts of a company is often wider than the workload the
Sales teams can absorb. Salesmen generally end up prospecting according to
their feeling or daily planning, unaware that an artificial solution would have
prioritized their pipeline based on the sales history predictive analytics.
Most built in lead scoring within marketing tools offer a basic “rules-based” lead
scoring mechanism e.g. if a prospect interacts with more than 2 emails and requests
a download within a month, then they get scored as a 'Hot Lead'.
IMMEDIATE BENEFITS
Knowledge-based lead scoring takes a much broader set of customer knowledge
and then uses artificial intelligence to learn from internal and external customer Get a complete 360-degree view of all account
data what activity influenced the leads that actually closed. It then uses segments with automatic tracking of customer
this knowledge to predict the best score for any new lead. Then leads are behavior.
prioritized from these predictive scores, allowing the Marketing team to draw
a customer behavior predictive chart to engage each decision-maker at the
Uncover the revenue potential through the use of
right time, with the right message. Customer experience, brand image and
campaign performance are, hence, improved. data science rather than intuition and pre-defined
rules.
Artificial intelligence solutions assimilate several data sources and
attribute to each marketing lead a score according to its future potential Determine the actual probability of each prospect
value and probability to convert. Machine Learning algorithms are
becoming a customer with unmatched precision.
then able to precisely identify business opportunities, from suspect
to client, with a data-driven approach. As a result, the right contact
is reached with the right offer at the right moment.

Embedding Scores into the Sales Process

Once you have produced accurate sales scores, the next step is to push this data into
your CRM, to adjust in real time marketing actions and insure an efficient follow-up of
each campaign’s profitability.

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 Optimize customer profitability using Customer Within the digital information era, measuring Customer
Lifetime Value can be a powerful indicator for Sales or
Lifetime Value Marketing Departments.

Your customer base is an essential component of your assets. Securing 1. Predicting the future value of a customer in your
Customer Lifetime Value is essential for competitiveness, profitability and currency over the next X years
customer satisfaction.
2. Predictive revenue chart calculated at an individual
The Customer Lifetime Value represents a projection of the total net profit a company makes level for each and every single customer identified by
from any given customer over time. There are many ways to calculate Customer Lifetime sector or revenue, according to the type of company
Value. Several behavioral components such as gross margin, buying frequency, interaction and customers
demands, decision time or lead cost can influence the formula. Knowing and measuring the
Customer Lifetime Value of each customer is key to adjust customer loyalty investments.
Combined with the acquisition cost, this metric is important to adjust the Go-to-Market strategy
3. An all-encompassing metric automatically
and the associated budget. updated taking into account loyalty, product
margins, upsell/downspin potential in the
What about you? How do you define your customer’s Lifetime Value? Feel free to share your future, retention cost, etc.
experience about the setting and results obtained from this essential indicator in the Data-sphere
era.

4,000 $
Average Customer Lifetime Value

Adaptation of engagement cycles

3,500 $
3,000 $
2,500 $
2,000 $
1,500 $ Opportunity available
1,000 $
to the business
500 $
0$

1 2 3 4 5 6 7 8 9 10
$1.7M CLV
Customer decile

Push top value segments Push mid-value

Lose low-value segments
to Sales Teams to nurture

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 Increase revenue with Upsell & Cross-sell Algorithms can be based on different approaches to
calculate immediately actionable recommendations destined
to decision-makers.

Targeting the right customers to increase revenue and improve customer

engagement are Sales & Marketing teams priorities. Today, artificial
intelligence can take all data feeds and product information then ITEM-TO-ITEM APPROACH
produce optimum predictive upsell and cross-sell that maximize
sales, value and sales resources.

Several things need to be considered to build a customer

engagement cycle: Product Product
A B
Has the customer already purchased the product or something
similar?

Should we be prioritizing by stock level, product margin or just

likelihood to purchase? Or all three?
Neighborhoods of
products purchased by
Do we need to apply any other business rules or exclusion?
Item purchased by similar customers similar customers

How are we going to influence the customer to buy more?

USER-TO-USER BASED APPROACH

Once completed, these insights can be pushed to the
Sales team via CRM integration or pushed to Marketing
via Marketing Automation integration. Usually these
opportunities will be synced to a list or audience, upon Customer A Customer B
which action can be automated.

Growth, revenue increase, customer experience

improvement through customer cycle: where
are you in each of those?

Neighborhoods of
customers who purchase
Customer purchasing similar products similar products

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 Build an engagement strategy based on IMMEDIATE BENEFITS
Churn Analysis
In services or product based businesses, sale is at the heart Optimize retention costs
of the company. Understanding your customers, their value Once you know which customers are most at risk you can
to you and if they are likely to leave is a powerful competitive use metrics like Customer Lifetime Value to prioritize
advantage. The company has to know its customers, their which to target with retention budgets. Based on likely
value and their probability to leave. future value, you can now optimize your retention spend.

Artificial intelligence can take all of your company’s data and through
Machine Learning quickly identify those pieces of data that matter
to you. It will then help you build sales and marketing strategies
to retain the customers. By analyzing the behavior of previously
Internal & external data are key
churned customers, it is possible to predict which of your current
customers are exhibiting similar behaviors - and predict which Using internal billing, CRM, complaint and usage data is great for
ones are looking to leave, before they do. The best bit is retention modelling. But when combined with external credit scores
because it is predictive you will know what the result will be and social data, predictions can become even more powerful.
in advance!

An advanced vision of the customer relationship

Looking deeper at the outputs of a model can help organizations understand
why customers leave. Perhaps certain product combinations or support staff
are underperforming? Having access to these insights can make organizations
aware of any root-cause(s) and make appropriate improvements.

2 % increase in customer retention has the same

effect as decreasing costs by 10 %.
Leading on the edge of Chaos, Emmet Murphy & Mark Murphy

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 ABOUT SIDETRADE
The most performing companies have Sidetrade (EURONEXT GROWTH: ALBFR.PA) is the most compelling AI Software Company shaping
already chosen artificial intelligence the future of Customer Engagement and empowering Marketing, Sales and Finance people to grow
sales and accelerate cash.
and observed 43% increase of their
performance according to Forrester. Seamlessly integrated with existing CRM and ERP, Sidetrade leverages Artificial Intelligence to
disclose untapped new business opportunities, increase upsell, reduce churn, predict customer
payments and accelerate cash flow generation. Over 1,500 companies, of all sizes and sectors,
We are seeing first-hand why Predictive
in 80 countries, employ AI Sidetrade solutions for sustainable growth.
is such a hot topic, with the financial gains
being made by those who are leading the pack. Sidetrade enables a new level of collaboration between Marketing, Sales, Finance,
Exciting times lie ahead! and Customer Service teams to accurately evaluate, predict and increase customer
performance and secure competitive advantage.

With its Artificial Intelligence platform, Sidetrade uses predictive data science to take
the guesswork out of the customer relationship.

The advanced use of machine learning and human collaboration empowers

businesses to proactively improve operational effectiveness of the end-to-end
customer cycle via smart sales prospecting, streamlined cash collection and case
management processes.

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