Speaker Introduction
Yuta Hashimoto
Adecco Ltd.
Outsourcing Division, OS Sales Planning Department, Planning Section
After serving as a supervisor in the field of outsourcing for over 10 years and working as an operations consultant in the telecommunications industry, he has been engaged in a producer role responsible for solution proposals in the outsourcing business since 2018. Following his tenure as a sales manager, he assumed his current position in 2024.
About Adecco Ltd.
Adecco Ltd. is the Japanese subsidiary of the Adecco Group, a comprehensive human resources service company headquartered in Switzerland with operations in over 60 countries and regions. Through consultation, the company supports career development for all workers while providing solutions that optimize a wide range of corporate operations, including temporary staffing, recruitment, and outsourcing.
https://www.adecco.co.jp/client
Keisuke Hara
uSonar Co., Ltd.
Sales Division, Prospecting Group Manager
After joining uSonar Co., Ltd., he was assigned to the department responsible for product implementation and onboarding. He later transferred to the corporate sales department. He specializes in supporting data utilization for major companies, particularly in the human resources and telecommunications industries, and provides data utilization advice to many clients daily. He is currently enrolled in a graduate school for working professionals to earn an MBA, seeking insights for continuous team and corporate growth.
Adecco Ltd.: What Is Division-Based Sales Targeting Only Companies Ready to Buy? New Business Development in the DX Era
What Is a Division-of-Labor Strategy for Enterprises?
Japan's working-age population is steadily declining year by year. The conventional mindset of simply hiring a replacement whenever someone leaves is no longer viable.
Given this trend, there is a growing movement to enhance the value of each individual employee—the building blocks of a company—to increase corporate competitiveness. This strategy, which aims to have each employee leverage their expertise to improve their skills and the quality of their work, is called a division-of-labor strategy. Mr. Hashimoto also noted that interest in "Human Capital Management and Talent Strengthening" has been rising in recent years.
Human Capital Management is a management approach that views talent as "capital" and aims to improve long-term corporate value by maximizing its worth. It is the concept of treating employees' knowledge and abilities as "investment targets" and maintaining corporate competitiveness by creating mechanisms that allow for long-term growth within the organization. In other words, a division-of-labor strategy, where each employee enhances their expertise, is essential for realizing Human Capital Management.
However, what perspectives are necessary to actually develop talent within an organization over the long term?
Mr. Hashimoto cited the "Realization of a Dynamic Portfolio" as a factor in achieving sustainable corporate growth.
A talent portfolio is a human resource management method that classifies human capital within an organization based on talent types and career aspirations, enabling the analysis and visualization of that data. It also includes analyzing what kind of talent will be needed in the future, not just in the past or present. A "dynamic" talent portfolio involves actively managing the talent portfolio in line with changes in the business environment and management strategy, and optimizing recruitment, talent placement, and talent development accordingly. In a constantly changing environment, it is difficult to gather all necessary personnel solely from within the company. Therefore, Mr. Hashimoto stated that it is essential to maintain a broad range of HR systems, organizational structures, wage settings, and corporate branding to enable the procurement of external personnel as needed.
To achieve this, the following perspectives are necessary:
- Define Your Ideal Corporate Image (Core Competence)
- Identify Current Gaps (Know-How, Manpower, etc.)
- Outsource Optimal External Talent as Needed to Realize Core Competence
- Selection and Concentration Are Essential for Sales Organizations
While we have discussed the organization as a whole, we will now focus specifically on the sales organization.
The principle that a division of labor allows for flexible adaptation to change and enables personnel to deepen their expertise naturally applies to sales organizations as well.
Mr. Hashimoto will continue by discussing the current state of utilizing external talent in sales departments, specifically regarding sales outsourcing.
The Current State of Sales Outsourcing
Mr. Hashimoto stated that the market size for sales outsourcing is growing for the following 3 reasons, and demand is expected to continue to rise.
- Decline in the Sales Workforce Population
- Diversification and Specialization of Sales Activities
- Utilization of DX Tools to Streamline Sales Operations
Among these, the BPO (Business Process Outsourcing) sector is seeing significant growth.
While sales outsourcing is often associated with performance-based models focused solely on order volume, the reality is that by introducing an external "mechanism" to generate profit, organizations can expect long-term strengthening of their sales capabilities.
On the Utilization of DX Tools
At the end of the lecture, Mr. Hashimoto cited a case study where Adecco improved sales performance using corporate data from uSonar's "LBC" database.
By combining the Live Access and Interest Sign features within "PLANSonar," the management strategy platform provided by uSonar, they have achieved successful results in new business development through inside sales.
Live Access
Live Access is a feature that allows you to create a list of companies that have recently visited your corporate HP.
While access history, including Google Analytics, is generally considered individual data, this feature enables you to collect information on companies that are currently showing interest in your business.
Interest Signal
Interest Signal is a feature that allows you to extract and list companies interested in specific keywords, such as "Sales DX" or "BPO".
This enables you to provide proposals that are well-aligned with their specific needs.
uSonar Co., Ltd.: Finding Companies That Are Ready to Buy Now
~Targeting Companies That Are Ready to Buy Now Using ABM and Intent Data~
How to Find Companies That Are Ready to Buy Now
How to Identify High-Potential Companies
At uSonar Co., Ltd., we refer to companies that are interested in purchasing our products as "High-Potential Companies."
In this seminar, we discuss how to identify such "High-Potential Companies,"
We delivered a lecture on how to find the optimal target companies by combining these two types of data, leveraging their respective strengths, and compensating for their weaknesses.
What Is ABM and Intent Data?
First, Hara explains what the terms ABM and intent data refer to.
What Is ABM (Account Based Marketing)?
It is a marketing methodology that focuses on companies with attributes similar to existing high-value customers to approach them effectively and with high precision.
What Is Intent Data?
Intent data refers to information that indicates what a user is currently interested in by tracking their online behavior.
It is useful for understanding a user's recent trends and needs.
Intent data is categorized based on how it is acquired.
This includes 1st Party Data, which is collected directly through a company's own website or tools, and 3rd Party Data, which aggregates information from multiple websites and platforms to be used for insights into corporate purchasing intent.
By utilizing both 1st Party Data and 3rd Party Data together, you can also capture potential customers who have not yet made an inquiry.
Practical Use Cases
Steps for Utilizing Intent Data
How can the data mentioned so far actually be used in sales activities?
Hara presented a five-stage process for sales activities that leverage ABM and intent data.
First, determine which leads to prioritize from your existing database, and assign them to the appropriate department based on their progress within the lead lifecycle.
For example, this means that existing customers are handled by CS, while others are managed by the new business sales team.
Subsequently, you can leverage specific data to narrow down your target companies defined through ABM, or prioritize outreach to companies that have visited your HP using intent data.
Furthermore, anti-social force screening is an essential perspective. It is important to prevent wasting significant man-hours on negotiations that might ultimately be futile due to undisclosed connections with anti-social forces or a lack of solvency.
However, spending excessive time on credit research for every potential lead is counterproductive.
With "PLANSonar" from uSonar Co., Ltd., you can easily obtain credit information for your target companies.
Next, Hara explained how to utilize ABM and intent data within "PLANSonar".
"Interest Signal" is a service that allows you to leverage intent data.
It can be used to generate lists of companies that have an interest in specific keywords.
Interest Sign is a service that uses AI to estimate companies based on their region or similar attributes, even for companies where fixed IPs cannot be identified. This implementation utilizes technology for which a patent is currently pending.
While data currently provided as intent data, including our Interest Signal, is suitable for identifying high-probability companies, it relies on fixed IP addresses to determine company identity, which limits the number of identifiable companies and tends to focus on large enterprises.
Interest Sign resolves this challenge.
Summary
Thank you for reading until the end!
In this article, we presented the content of the lecture "Specialized Sales Targeting Only Companies Ready to Buy Now: New Business Development in the DX Era" by Mr. Hashimoto of Adecco Ltd. and Hara of uSonar Co., Ltd.
As Mr. Hashimoto mentioned in his lecture, uSonar's corporate database "LBC" and the tool "PLANSonar" are powerful assets in the context of new business development.
When you hear "corporate data," you might think of company names, company size (number of employees or revenue), or industry, right?
In fact, we possess a wide variety of data, including "intent data" that visualizes information about companies that have visited your website or companies interested in specific keywords.
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