Overview
A global leader in flow control solutions has grown through a series of international acquisitions over the past 25 years. After a significant private equity investment, the company set out on its next phase of growth. The first step was to bring its operations together so it could cross-sell across its legacy brands and business units. The company deployed Installed Base Intelligence from Entytle (acquired by RapidCanvas) to unify customer data from seven ERP systems into a single view of its installed base. The results were more cross-selling, more service contract renewals, and a stronger aftermarket business.
Challenges
Each acquisition brought new products, customers, and markets, along with its own systems and ways of working. Over time, this created a few hurdles to growth:
Fragmented customer data and workflows: Seven separate ERP systems ran across the legacy business units. Customer data sat in silos, with overlapping and duplicate records for the same customers.
Limited visibility for sales and service teams: Each plant had historically focused on its own production analysis. That made it harder to see where parts and service contract opportunities existed across the wider business.
The company needed a unified view of its entire installed base. With that view, it could cross-sell more easily, engage customers better, and spot new growth opportunities quickly.
Solution
The company worked with Entytle and deployed its Installed Base Intelligence platform in nine weeks. The platform collected, cleaned, de-duplicated, and unified installed base data from across the company’s data silos. The solution had four parts:
Data unification and cleansing: Entytle combined and cleaned customer data from all seven ERP systems, removed duplicate records, and consolidated customer information into a single source of truth.
Salesforce integration: Opportunities flow straight into the Salesforce pipeline, so sellers get timely insights inside the tools they already use.
Insights for targeted engagement: The company can now see metrics such as customer loyalty, revenue drift, and spending trends. These metrics feed targeted “hunting lists” focused on:
- Customers showing signs of revenue drift
- Aging systems that are due for an upgrade
- Higher service contract attach rates to improve retention
Cross-selling across brands: With one view of the installed base, sales teams can find customers who are shared across business units and cross-sell across legacy brands.
Results
| Area | Result |
|---|---|
| Data quality | Duplicate records removed, and a 28% overlap found among previously siloed customer accounts |
| Sales engagement | 45% increase in sales engagement metrics, with faster response times thanks to better data access in Salesforce |
| Service contracts | 29% increase in service contract renewals from targeted hunting lists |
| Cross-selling | $4.5M in additional annual revenue from cross-selling across legacy brands |
Conclusion
Unifying the installed base gave the company the visibility it needed to act as one business. Sales and service teams now work from shared, reliable customer data. That has turned years of acquisitions into a source of cross-sell and aftermarket growth.
