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Improving sales force productivity is a key strategic priority to drive corporate revenue growth. Sales professionals need to be able to easily identify new sales prospects, and sales executives need to ensure that the overall sales force is deployed against the best future revenue-generating sales accounts. This paper describes two analytics-based solutions developed within IBM to address these related issues. The first initiative, OnTARGET, provides a set of analytical models designed to identify new sales opportunities at existing client accounts as well as non-customer ("whitespace") companies. The OnTARGET models estimate the probability of purchase at the product-brand level, and use training examples drawn from historical transactions, with explanatory features extracted from transactional data joined with company firmographic data.
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