JTB has been aiming for a new sales model that centrally manages sales touchpoints in the customer purchasing process digitally, utilizing marketing automation (MA) functions based on customer information (CRM) accumulated in its corporate platform*. While the company had already integrated and organized its customer master data by implementing the corporate master database LBC, it faced the following challenges regarding the visualization of individual customer information, overall customer touchpoints, and relationships.

1. Due to considerations regarding implementation objectives and cost-effectiveness, some companies or departments only provided access to a limited number of users or imposed restrictions on the number of business cards that could be scanned, which hindered the utilization of individual customer information in field sales.
2. Scanned business card information was managed as lead data that could not be accessed via the Salesforce Platform licenses used by field sales teams, resulting in staff continuing 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, JTB implemented mSonar and sideSonar, which allow for the integrated management of customers across the entire market. This enabled the same information to be viewed in both Salesforce and Account Engagement (formerly Pardot), thereby promoting data utilization.
* Corporate Platform: A digital foundation built by JTB on Salesforce for the purpose of centralizing operations, information, and management.

Overview Diagram

Benefits of Implementation

1. With mSonar, the number of users for business card management software has been 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, we utilize consistently maintained and up-to-date data.
3. mSonar enables the visualization and centralized management of contact information for companies with which we have not yet established a connection.
4. SideSonar was introduced to 700 employees, primarily managers in sales and marketing departments. This has allowed for the identification of customer needs that were previously invisible in face-to-face sales.
5. We have achieved integrated sales operations by leveraging the visualization of customer touchpoints, our extensive pool of field sales talent, and the advantages of our multiple locations.

Through these initiatives, we are now able to utilize customer-related data from both digital and physical perspectives, deepening our understanding of customers and building a foundation to improve the efficiency of our sales activities.

*New subscriptions for SideSonar ended in February 2025. Analysis and list creation functions have been transferred to PLANSonar, and CRM/SFA enhancement functions have been transferred to GuideSonar.