Citrix is a tech company that works to optimize employee experience for better engagement and productivity, and enable mobile and remote working in a scalable manner.
Citrix sought a data-driven process for decision-making and alignment between sales and marketing teams and programs. For strategic planning, Citrix needed more granular business intelligence to identify market opportunities and optimize their sales territories. On a daily basis, they also wanted a method of quickly prioritizing accounts and identifying which segments made the most sense to target with their marketing dollars.
The Edison project was launched as a pilot program across several parts of Citrix’s business in order to test if an AI process could have a material impact on building out a sales pipeline and optimize performance. Edison, Citrix’s novel end-to-end AI process, uses technology intelligence from HG Insights, intent data, models, and machine learning to help its sales and marketing teams make better business decisions. Edison, informed by our data, guides Citrix on everything from sales territory planning and TAM analysis to prioritizing accounts, targeting leads, and figuring out when to most effectively engage with existing or prospective customers. It also constantly monitors what prospects respond to, adjusting sales and marketing recommendations to maximize results.
Director of Business Intelligence, Citrix