Speaker Introduction
Yuta Hashimoto
Adecco Ltd.
Outsourcing Division, OS Sales Planning Department, Planning Section
After serving as a supervisor and manager in the outsourcing field 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 services company headquartered in Switzerland that operates 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 product implementation and onboarding department. 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 professionals to earn an MBA, seeking insights for continuous team and corporate growth.
Adecco Ltd.: Division-of-Labor Sales Targeting Only "Ready-to-Buy" Companies: New Business Development in the DX Era
What Is a Corporate Division-of-Labor Strategy?
Japan's working-age population is steadily declining year by year. The traditional mindset of simply hiring a replacement whenever someone leaves is no longer viable.
In light of this trend, there is a growing movement to enhance the value of each individual employee, who serves as a core component of the company, in order to boost corporate competitiveness. This strategy, which aims to have each employee leverage their expertise to improve their skills and the quality of their work, is known as a division-of-labor strategy. Mr. Hashimoto also noted that interest in Human Capital Management and Talent Strengthening has been increasing in recent years.
Human Capital Management is a management approach that views talent as capital and aims to maximize its value to improve long-term corporate value. It is based on the idea of treating employees' knowledge and abilities as investment targets and creating mechanisms that allow them to grow within the organization over the long term, thereby maintaining corporate competitiveness. In other words, a division-of-labor strategy, where each employee enhances their expertise, is prioritized to realize Human Capital Management.
However, what perspectives are necessary to effectively develop talent within an organization over the long term?
Mr. Hashimoto cited the Realization of a Dynamic Portfolio as a key factor in achieving sustainable corporate growth.
A talent portfolio is a human resources management method that classifies human capital within an organization based on talent types and career aspirations, allowing for the analysis and visualization of its composition. This includes analyzing not only past and present needs but also future talent requirements. A dynamic talent portfolio involves managing the portfolio dynamically in response to changes in the business environment and corporate strategy, and optimizing recruitment, talent placement, and development accordingly. In a constantly changing environment, it is difficult to source 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, compensation frameworks, and corporate branding to enable the procurement of external personnel as needed.
To achieve this, the following perspectives are required:
- Define the 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 Also Crucial in Sales Organizations
While we have discussed the organization as a whole thus far, we will now focus on the sales organization. The principle that adopting a division of labor allows for flexible adaptation to change and enables personnel to deepen their expertise naturally applies to sales organizations as well. We will continue with Mr. Hashimoto to discuss the current state of utilizing external talent in sales departments, specifically sales outsourcing.
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 in the future.
- Decline in the Sales Workforce
- 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 strongly associated with performance-based models focused solely on order volume, the reality is that by introducing external "mechanisms" 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 the "LBC" database provided by uSonar. By combining the Live Access and Interest Sign features within PLANSonar, the management strategy platform offered by uSonar, they have achieved success 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 data from 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 Sign
Interest Sign 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 Want to Buy Now
~Targeting Companies That Want to Buy Now with ABM and Intent Data~
How to Find Companies That Want to Buy Now
How to Identify "High-Potential Companies"
At uSonar, we refer to companies that are interested in your products as "High-Potential Companies."
In this seminar, Hara explains how to identify such "High-Potential Companies,"
The lecture covered how to find the optimal target companies by combining these two types of data, leveraging their respective strengths and compensating for their weaknesses.
What Are ABM and Intent Data?
Hara first 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.
There is 1st Party Data, which is collected directly through a company's own HP 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 catch up with 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 workflow for sales activities utilizing ABM and intent data.
First, determine which leads to prioritize from your existing database and assign the appropriate department based on the progress of each lead.
For example, if the lead is an existing customer, the CS team handles it; otherwise, it is handled by the new business sales team.
Following this, you can connect these insights to specific data utilization, such as narrowing down to your target companies defined by ABM or prioritizing approaches to companies with a history of visiting your company HP using intent data.
Furthermore, anti-social force screening is an essential perspective. You want to prevent wasting significant man-hours on business negotiations that ultimately fail due to undisclosed connections to anti-social forces or a lack of payment capacity.
However, spending excessive man-hours on credit research for prospective leads is counterproductive.
With PLANSonar from uSonar Co., Ltd., you can easily obtain credit information for your target companies.
Next, Hara explained how to handle ABM and intent data within PLANSonar, as introduced previously.
Interest Signal is a service that allows you to leverage intent data.
It can be used to create lists of companies that have an interest in specified keywords.
Interest Sign is a service that uses AI to estimate a company's identity based on its region and similar attributes, even for companies where a fixed IP address cannot be identified. This implementation utilizes technology currently pending patent approval.
While data currently provided as intent data, including our Interest Signal, is suitable for identifying high-probability companies, it relies on fixed IP addresses for identification, which limits the number of companies that can be identified 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 titled "Division-Based 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 annual 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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