JTB aimed to establish a new sales model that digitally centralizes sales touchpoints throughout the customer purchasing process. This model leverages Marketing Automation (MA) functions based on customer information (CRM) accumulated in its Corporate Platform* through daily sales activities. While the company had already integrated and organized its customer master data by implementing the LBC corporate master database, it faced the following challenges regarding the visualization of individual customer information, overall customer touchpoints, and relationships.

1. Due to implementation objectives and cost-effectiveness considerations, some companies or departments limited the use of the tool to only a subset 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 licenses (Platform licenses) used by field sales staff, forcing the team to continue managing customer information through manual entry.
3. Manual entry of customer information by users who did not utilize business card management software led to issues regarding 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 made customer needs, which were previously invisible in face-to-face sales, apparent.
5. We have achieved integrated sales by visualizing customer touchpoints and leveraging our extensive field sales talent and the advantages of multiple locations.

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