A publicly-traded enterprise SaaS company had experienced strong growth due to regulatory and technological tailwinds. As a result, sales leadership had not been forced to systematically define and segment the market. The salesforce was largely content to nurture and expand existing relationships; well over 50% of revenue growth was coming from existing customers. As a result, sales leadership did not have visibility into their addressable market and could not optimally align their sales force against high-potential growth opportunities.
To improve the company’s visibility into their addressable market, Axiom analyzed proprietary data sets to identify, categorize, and score hundreds of thousands of target company records based on a variety of company characteristics. Axiom also helped the client to better characterize the corporate “family trees” of target companies to identify relationships between various entities.
Axiom then worked with the company’s own CRM records to measure the company’s success in penetrating certain market segments, as well as identifying high-opportunity pockets of the market to pursue. The last step was to operationalize the findings by supporting the loading of new records into the CRM.