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Citrix chooses innovation over gruelling manual processes

Becoming a market leader requires mastering customer data from multiple applications, as well as from both internal and external sources.

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“Make sure you tie everything back to business values so that people remain interested and supportive of an MDM implementation.”

—Dagmar Garcia, senior manager of global data management at Citrix

Like many large enterprises, Citrix struggled to ensure the quality of its channel partner, customer, and prospect data. Incomplete account information, duplicate CRM records, and fragmented master account data from multiple applications made it nearly impossible to know which source had the most up-to-date and accurate records. Without reliable information, it was difficult to segment and target customers effectively.

Rather than go the traditional route—invest heavily in manual data clean-up projects—Citrix implemented a master data management (MDM) solution. Since then, the company has used this solution to significantly enhance the quality of its data and achieve greater insight into its customer relationships across product lines. While technology can help boost data quality, a successful MDM implementation also requires focusing on the right people and processes.

Citrix offered the following best practices that they implemented to turn fragmented data streams into a single, reliable source of truth to better serve customer needs.

  1. Avoid using IT jargon. For all their expertise in branding, marketers are often the first to forget how to effectively evangelize new processes and technologies internally. In the case of Citrix, knowing the company’s primary audience–and its aversion to technical lingo—was key to promoting the benefits of good data habits and driving adoption of MDM. 
    “Keep the messaging simple,” says Dagmar Garcia, senior manager of global data management at Citrix. “Make sure you tie everything back to business values so that people remain interested and supportive of an MDM implementation.”
  2. Don’t take MDM success for granted. Instead, proactively measure the impact of MDM using metrics that are right for your organization. “Measure, measure, and measure some more,” says Garcia. “Go out there and gather industry benchmarks, and then set goals within your organization to meet them.” 
    Naveen Sharma agrees. Director of the MDM Practice at Cognizant, Sharma says, “Don’t lose sight of the impact of MDM on the business, not just IT. You have to think in terms of what the improvements to business processes are.” 
    For Citrix, these improvements yielded a 20 percent increase in lead-to-opportunity conversion rates and efficiency. They also resulted in a 50 percent increase in quality of data and a 50 percent reduction in the rate of junk and duplicate records.
  3. Leverage emerging technologies. Disruptive technologies such as social, mobile, analytics, and cloud— are changing the way companies conduct business and engage customers. To take advantage of this major shift in marketing, Sharma says, companies need “the ability to leverage big data to transform from running campaigns to actively managing individual conversations with customers and partners.”

Whether prognosticating future trends through analytics or leveraging unstructured data from social networks and mobile devices to build customer profiles, one thing is a necessity. For a market leader like Citrix, you can’t innovate or even compete without first having a foundation of trusted, well-managed customer data.

Hear more about Citrix’s efforts that resulted in boosting lead conversion by 20 percent with better customer data.

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