Market Research

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A Story Of Installed Base Upgrades, Lost Business, MDM, Analytics And Politics

Lost business. The phrase strikes a chill into any CEO or line-of-business ("LOB") executive.

Lost business is also a special data management challenge.

So, let's see how a story about the "business of lost business" plays out between LOB execs and IT.  There is a data management angle on this story, and e
ventually we might even find some leverage for master data management (MDM) and analytics, but first we need to understand the all-important business drivers behind the scenes.

In our example, based on real events, imagine a technology services business employing close to a 1,000 people, and with accelerating product life-cycles. In only a half decade, the field refresh period for installed systems has fallen from seven years to five. This change means system sales reps must be on their toes for the upgrade sale, and ensuring the upgrade is even harder when smaller systems are sold through channels where warranty registration isn't complete.

What kinds of lost business events are there? First you have to understand that "lost business" as defined by Field Service means a "lost service contract" -- not a "lost system sale", although of course the two are closely linked. And in the distinction between services sales and systems sales we see the collision between three huge organizations: engineering, systems sales and services sales, each with different metrics and P&Ls! And to make matters more interesting, the engineering bill-of-materials ("BOM") has never been shared with customer services!
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