Inside the data-driven transformation led by Oracle’s Global VP of Data & Analytics, Filip Vanacht
When you’re one of the largest technology companies in the world, data is your lifeblood. But even at Oracle—where data is in the company’s DNA—sales and marketing success depends on more than just internal data. It requires precise external intelligence that reveals how and where competitors are spending, what markets are shifting, and where the next big opportunities lie.
That’s where HG Insights comes in.
The Challenge: Fragmented Data and Limited Visibility
Oracle operates in dozens of markets across the globe and competes to be number one in each of them. As Filip Vanacht, Vice President of Global Data & Analytics at Oracle, explains:
“We have internal data, but we have to augment it with external data—like HG Insights’ competitor presence, spend, and time series data. This helps us set territories, quotas, and make our sales organization more effective.”
“We did everything in Excel sheets,” Filip recalls. “We had to listen to our reps on the street, which wasn’t always reliable. Reps move the needle in the direction they like.”
The result was inefficiency, inconsistent territory planning, and missed opportunities. Oracle needed a way to unify internal and external data into a single, actionable system that could guide their go-to-market teams with precision.
The Solution: A Unified Intelligence Engine
Oracle integrated HG Insights’ technology intelligence directly into its global analytics platform. The result: a centralized data ecosystem combining Oracle’s internal metrics—bookings, revenues, and people history—with HG’s external market signals.
“We bring all of that data together in our own data warehouse,” Filip explains. “We match internal data with HG’s external data, create dashboards, and put the right signals in front of our reps.”
Those “signals” are now used by thousands of Oracle employees worldwide.
“Every given week, I have about 7,000 users on my platform,” says Filip. “Our philosophy is simple: we help sales sell.”
The Impact: 2X Lead Conversion and Smarter Territory Design
By integrating HG Insights’ data into its machine learning and AI models, Oracle achieved a measurable improvement in go-to-market performance.
“Our lead conversion was 2X higher when we used HG Insights data,” Filip notes. “At Oracle’s scale, that’s immeasurable.”
HG Insights’ competitor presence, spend data, and time-series insights helped Oracle refine territory design and improve both seller productivity and quota attainmentaccuracy.
“HG’s data has been a huge differentiator for us,” says Filip. “It helps us set precise territories, identify Greenfield opportunities, and motivate reps to sell more and earn more.”
Building Trust and Credibility with AI-Powered Accuracy
At Oracle, AI and machine learning models aren’t deployed lightly. Filip enforces a rigorous standard for his team:
“An AI or ML model must be 90% accurate or precise over three years of historical data before we put it into production,” he says. “Otherwise, you don’t get credibility—and you don’t make more sales.”
That level of precision requires high-quality external data—and HG Insights delivers.
“With HG’s data, we’re better able to target our bullseye,” Filip explains. “It makes our models more effective and our insights more actionable.”
A Vision for the Future of Data-Driven Selling
Filip believes the future of enterprise sales and marketing lies in marrying human intelligence with AI—and in unifying how the industry defines and uses data.
“I’m anticipating a consolidation of data vendors over time,” he says. “We need common definitions for customers, ICPs, and buying groups. Eventually, the entire industry will align.”
He’s also quick to emphasize that while AI is transformative, it’s not replacing people—it’s empowering them.
“AI is only as good as the data it’s trained on,” Filip says. “You still need human judgment and business knowledge on top of AI. People who learn how to interpret data and harness these tools will thrive. The ones who don’t will be left behind.”
The HGI Advantage: From Insight to Execution
For Oracle, HG Insights has become more than a data provider—it’s a strategic partner that bridges the gap between analytics and action.
“HG’s competitor insights, technology spend, and time-series data help us design better territories and identify net-new business,” Filip says. “It’s not just about farming existing accounts anymore—it’s about finding what’s next.”
By combining the world’s most comprehensive technology intelligence with Oracle’s internal systems, Filip and his team have built a model for what true data-driven selling looks like: unified, predictive, and actionable.
As he puts it:
“We help sales sell. And with HG Insights, we do it smarter, faster, and with more precision than ever before.”
