Multilayer Approach to Business Intelligence

November 21st, 2010 by

Prior to starting POIM Consulting Group, I worked for a start-up security company in Calgary called Wedge Networks. The Chief Technical Officer at that time, and now President of Wedge Networks, is Hongwen Zhang and he has a vision of multilayer security. He did not feel the model of having virus protection at the desktop alone was effective, so he built a security network appliance that had the performance capability to scan for web and email viruses at the network gateway. This provides a multilayer security approach to protect against web and email viruses.

Many of my customers are small and medium sized companies that have 2 – 10 sales employees; typically they tell the sales person what type of customer they would like to target and it is the responsibility of the sales rep to do the required BI to build a list of companies to contact. If you have an organization of 10 people you have all these sales people spending time in front of a computer list trying to build lists without any best practices when they should be in front of the customer making sales calls. Consequently, you have a sales productivity issue.

POIM has taken a multilayer approach to managing business intelligence for sales organizations. In sales 2.0 environment it is very important that sales people are engaged in the BI process, but in a multilayer approach to BI the organization centralizes the business intelligence for creating lists of target accounts and uses a CRM to distribute the qualified lists to the sales teams. When the rep gets the target list of customers they are responsible to review the website of the company and determine if this customer is a high value account and if they should make a sales call.

The goal of a multilayer approach to business intelligence is to improve sales productivity. This is accomplished by reducing the time reps spend on list building and allows them to focus their time on targeting high value accounts.

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