Citrix was looking for a data-driven way to make decisions between different sales and marketing strategies and programs. For strategic planning, they needed more granular business intelligence to help them see where market opportunities existed and optimize their sales territories. Day to day, they also wanted a way to quickly prioritize which accounts to pursue, and identify what segments made most sense to target with their marketing dollars.
Citrix is now using an end-to-end AI process (called Edison) to help its sales and marketing teams make better business decisions. Edison uses technology intelligence from HG Insights, intent data, models, and machine learning to guide Citrix on everything from sales territory planning and TAM analysis, to prioritizing/ranking accounts, targeting leads and deciding when to engage with existing or prospective customers. It also constantly monitors what works and what doesn’t and adjusts sales and marketing recommendations to maximize results.