LMC: Implementing BizMachine Extension into CRM

Within six months, thanks to BizMachine, we increased average order value by 9% for new SME clients and removed 20,000 companies with no sales potential from our portfolio!

Now we continue using all enriched data and segmentation in our CRM, always having accurate and up-to-date data without any hassle.

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➤ 9% increase in average order value for new SME clients

➤ 20,000 companies with no sales potential removed from CRM

➤ Increased revenue and sales team efficiency

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The Problem

LMC is growing rapidly. But it doesn't want to rely solely on the economic situation and companies' need to invest in recruitment. Previously, their Microsoft CRM system contained tens of thousands of companies. But they all looked the same to salespeople — especially in the small and medium business segment.

In this situation, it was difficult to determine whether it was worth sending a salesperson to a particular company and when the right time was to reach out with an offer. This is further amplified by the fact that LMC covers about 80% of the market. This means that if it wants to grow, it must create the market. There's not much left to take from competitors. Focusing on the right clients is key!

BizMachine Solution Overview

Predictive Propensity Model

The predictive propensity model segments all Czech business entities by their sales potential for LMC products and services.

✔ Monthly Dynamic (Re)segmentation of the Market

✔ CRM System (Microsoft Dynamics) Connected to BizMachine API

For updating company data and real-time display of signals for salespeople.

✔ Regular Model Recalibration

Based on market feedback.

✔ Identification of Precise Segments

That require a special approach (e.g., staffing agencies).

✔ Prioritization Takes Business Seasonality into Account

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Benefits of the BizMachine Solution

1) Efficiency

It's not about how many companies a salesperson has in their portfolio, but that they have the right ones — the ones worth visiting or calling.

2) Speed

We had the model ready within a month. The entire implementation was completed within six months, including testing on the BizMachine side and API integration.

3) Sales Insights

Salespeople have integrated data from various sources in one place. Moreover, it's clear and organized, so the data makes sense at first glance. Salespeople don't sell blindly — they have the supporting materials to sell the right advertising packages.

4) New Sales Potential

With the right advertising package offer, they don't just sell the most basic ones. Selecting the right customers and offers based on the model led to LMC's revenue growth.

5) Custom Customer Segmentation

LMC gained numerous customer micro-segmentations. For example, for properly timing outreach based on business seasonality.

6) Long-term Value

Everything salespeople need for their work is in one place. Hassle-free. They don't have to guess which channels to use for reaching customers, don't have to painstakingly search for information, and can fully focus on communicating with customers.

In Our Clients' Words

I can only recommend working with BizMachine. For me, implementing the BizMachine extension into our CRM was one of the easiest and most useful projects ever. The whole thing took less than six months. After just one month, we received the regression analysis and first results.

BizMachine is one of the few companies that truly knows what it's talking about. Their team genuinely understands business. They deliver on everything they promise. They're proactive and come up with new ideas for improving signals (key factors for uncovering the sales potential of our customers) and other correlations, so the result is truly accurate and useful customer attractiveness segmentation for salespeople.

— Petr Procházka —

Sales Director, LMC

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