JTB aimed to establish a new sales model that centrally manages sales touchpoints throughout the customer purchasing process by utilizing Marketing Automation (MA) functions, based on the Customer Relationship Management (CRM) data accumulated in its corporate platform* through daily sales activities. While the company had successfully integrated and organized its customer master data by implementing the LBC corporate master database, it faced the following challenges in visualizing individual customer information, overall customer touchpoints, and relationships.

1. Due to considerations regarding implementation objectives and cost-effectiveness, some companies and organizations limited the deployment to specific users or imposed restrictions on the number of business cards scanned, which hindered the utilization of individual customer information in field sales.
2. Because the scanned business card information was managed as lead data that could not be accessed via the Salesforce licenses (Platform licenses) used by field sales teams, staff continued to manage customer information through manual entry.
3. Manual entry of customer information by users who did not utilize business card management software led to issues with data accuracy and operational efficiency.

To address these challenges, we implemented mSonar and SideSonar to manage customers across the entire market in an integrated manner. This enabled the same information to be viewed in both Salesforce and Account Engagement (formerly Pardot), thereby promoting data utilization.
*Note: Corporate Platform refers to the digital infrastructure built by JTB on Salesforce to centralize operations, information, and management.

[Overview Diagram]

Implementation Benefits

1. With mSonar, the number of business card management software users was expanded to 4,800, approximately three times the previous figure, enabling company-wide sharing of acquired business card information.
2. By automatically integrating mSonar and SideSonar with Salesforce, the team can now utilize consistently maintained and up-to-date data.
3. mSonar enables the visualization and centralized management of contact information for companies with which there has been no prior engagement.
4. SideSonar was introduced to 700 employees, primarily managers in sales and marketing departments, allowing for the identification of customer needs that were previously invisible to field sales teams.
5. Visualize customer touchpoints and realize integrated sales by leveraging abundant real-world sales talent and the advantages of multiple locations.

Through these initiatives, it becomes possible to utilize customer-related data from both digital and physical perspectives, further deepening customer understanding and establishing a foundation for streamlining sales activities.

* SideSonar will be discontinued as of February 2025. Analysis and list creation functions have been transferred to PLANSonar, and CRM/SFA enhancement functions have been transferred to GuideSonar.