Overview
A leading OEM in food packaging machinery wanted to earn more revenue from its installed base. It deployed Installed Base Intelligence from Entytle (acquired by RapidCanvas) to unify its customer data, track quote-to-order conversion, flag drifting customers, and get more value out of field service trips. Within 12 months, a team of six sales reps generated about $1M in incremental revenue, and the platform returned 10x its investment.
Challenges
The company had a large installed base and strong customer relationships. However, the data and tools behind its sales and service teams hadn't kept up, so a lot of revenue potential went unused.
Fragmented data quality:
- More than 30% of customer records were incomplete or duplicated, which made it hard to plan outreach with confidence.
- Older systems made it difficult to pinpoint customers with revenue potential.
- Understanding the full customer story meant pulling together several data sources by hand, case by case.
Limited visibility into key metrics:
- Without a way to track quote-to-order conversion, an estimated 20% of potential orders each year went unrealized.
- With no early view of drifting customers, about $500K in revenue opportunities each year was at risk.
Untapped field service capacity:
- Technicians usually completed one scheduled job per trip. That left travel capacity unused and an estimated $200K in cross-sell opportunities on the table.
Room to grow installed base revenue:
- Revenue from existing customers had flattened, and fewer than 5% of service customers were contributing to new sales.
Solution
The company worked with Entytle to unify its customer data and turn it into insights its teams could act on. The solution included:
- Unified customer data: Customer information was cleaned, de-duplicated, and consolidated into a single, reliable source of truth.
- Dashboards for sales:
- Quote-to-order conversion dashboard: Lets the sales team track conversion rates and improve them.
- Customer drift dashboard: Flags customers who are drifting, so sellers can reach out and re-engage them early.
- Smarter field technician workflows: Campaigns help service technicians engage additional customers in the same area during each trip, so they get more out of every visit.
- Proactive sales strategy: Data-driven outreach increased inbound orders and uncovered new revenue opportunities across the installed base.
Results
| Area | Result |
|---|---|
| Revenue growth | About $1M in incremental revenue within 12 months, with a team of six sales reps |
| ROI | 10x return on the Entytle platform investment |
| Quote-to-order conversion | ~15% improvement in conversion rates, driven by the new visibility from the dashboard |
| Customer retention | Sellers recovered drifting customers through the drift dashboard, protecting recurring revenue |
| Field service | Technicians engaged additional customers on each trip, adding to revenue and getting more value from their time on the road |
Conclusion
With clean data, clear visibility, and proactive engagement, the company changed how its sales and service teams work with the installed base. It's now well placed to keep growing revenue from existing customers and to build stronger, longer-lasting relationships with them.
