Use Cases by Objective
New Approach List
Group Strategy
Digital
Marketing
Client Information Registration
Data Cleansing
Corporate Attribute Analysis
SFA/MA Activation
Business Card Data Integration
Credit and Client Screening
Usage by Department
Sales Department
Inside Sales
Department
Marketing and
Corporate Planning Department
Information Systems Department
Administrative Department
Usage by Tool
Meeting Sonar
Successfully Organized Corporate Data
Internet Services, System and Software Development, Specialized Trading and Wholesale
INTERVIEWEE
Hitachi Solutions, Ltd. is a company primarily engaged in system integration, providing services ranging from application development and package implementation to infrastructure construction.
We spoke with Mr. Kazuo Hata of the Digital Marketing Sales Division, Sales Management Headquarters, and Mr. Masahito Naka of the IT & DX Promotion Division regarding the challenges prior to implementing uSonar, the reasons for its adoption, the resulting benefits, and future prospects.
Challenges Prior to Implementation
The Master Data Was Insufficient and Required Foundational Maintenance
Mr. Hata stated that the consideration for implementing uSonar began when he was the General Manager of the Sales Strategy Department, as he recognized the importance of having a database sufficient for analysis.
Hata
Developing a sales strategy requires analysis based on accurate data. Furthermore, to accumulate accurate data, a precise master database is essential.
However, at the time, the corporate master data we were using lacked sufficient information and contained duplicates, making it impossible to perform even basic aggregation, let alone analysis. Therefore, we began by focusing on building our corporate master data.
Additionally, linking personal information to corporate data was also a significant challenge.
Naka
In B2B business, it is not enough to simply manage personal information; it cannot be utilized effectively unless that information is properly linked to corporate data. Moreover, in a subscription-based business, we must address not only large enterprises but also the SMB sector, which required a precise corporate master database that also covered the SMB market.
This is why they focused on implementing a corporate master database that was sufficient in both quality and quantity.
Deciding Factors for Implementation
Strengthening the Database by Utilizing LBC for Its High Information Coverage
The catalyst for implementing uSonar was trying the Customer Data Diagnosis service provided by uSonar (formerly Landscape).
Hata
When we actually conducted the Customer Data Diagnosis, the results exceeded our expectations, which led us to seriously consider the implementation.
uSonar is equipped with the LBC corporate database. LBC is one of Japan's largest corporate databases, boasting 12.5 million locations and maintaining group information regarding corporate capital relationships, headquarters, and branch offices.
Corporate information is checked daily and updated whenever changes occur, ensuring a system that consistently maintains high data accuracy and freshness.
Hata
After comparing multiple corporate masters, we decided to adopt uSonar because it met the coverage requirements we needed for a corporate master and offered a relatively high update frequency for corporate attribute information.
I believe that no other service surpasses uSonar in terms of its comprehensiveness as a corporate master.
Results Achieved
Corporate Master Data Contributes to Victory at the Salesforce National Utilization Championship
Hitachi Solutions, Ltd. has implemented Salesforce as its CRM/SFA platform. Approximately two years after adopting uSonar in 2021, Hitachi Solutions, Ltd. achieved a brilliant victory at the Salesforce National Utilization Championship hosted by Salesforce Japan Co., Ltd. uSonar also played a key role in the background of their Salesforce utilization.
Source: Salesforce "SFUG CUP 2021 9th Salesforce National Utilization Championship"
Hata
I believe that our success in becoming the top Salesforce user in Japan at the Salesforce event is largely due to our utilization of a corporate master. While it is common for users to manually register accounts in CRM/SFA tools, this often leads to inaccurate information and duplicate entries. To prevent such issues, our CRM/SFA does not allow users to register accounts manually; instead, they are required to select them from the corporate master.
Maintaining the master data has led not only to the effective utilization of Salesforce but also to business process innovation.
Hata
By using LBC as our master, we are now able to conduct analysis based on accurate corporate information. If company data is duplicated, it becomes impossible to generate even basic metrics such as the number of transactions or the number of companies. By maintaining the master data, we can now verify accurate figures at any time, which has significantly reduced tasks such as data aggregation for meeting materials and meetings held solely for the purpose of verifying figures.
Toward Further Challenges
Making uSonar the Foundation for Group-Wide Growth
Hata
"I refer to LBC as the 'Master of Masters.' This is because I position it as the foundation for integrating multiple master data sets used independently across various systems. High comprehensiveness, such as that offered by LBC, is an absolute prerequisite for utilizing it as a Master of Masters. Thanks to LBC, we can now integrate transaction data from all our systems, which enables us to perform analyses from various perspectives and formulate diverse sales strategies."
Looking ahead, they are also considering applying the corporate master data to the Hitachi Solutions Group.
Naka
"We envision expanding our successful master data management case study to our entire group. I am confident that by unifying our corporate master data, we will accelerate the sharing of strategies among group companies and establish a foundation that supports the growth of the entire group."
*Service and feature names mentioned are current as of the time of the interview.
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Accelerating Sales DX, Reducing Data Maintenance Man-Hours, Launching New Businesses
Business Card Management, Email Marketing, Sales DX
Group Data Integration, Business Card Management, Data Cleansing
New Business Development, Business Card Management, Logistics DX
New Sales Prospect Lists, Business Card Management, Intent Data
Intent Data, New Approach Efficiency
MA Integration, Marketing Activity Efficiency
Accelerating Sales DX, Reducing Data Cleansing Man-Hours, New Business Launch
Business Card Management, Email Marketing, Sales DX
Group Data Integration, Business Card Management, Data Cleansing
New Business Development, Business Card Management, Logistics DX
New Sales Prospect Lists, Business Card Management, Intent Data
Intent Data: Streamlining New Approaches
MA Integration: Streamlining Marketing Activities
Accelerating Sales DX, Reducing Data Maintenance Man-Hours, and Launching New Businesses
Business Card Management, Email Distribution, and Sales DX
Group Data Integration, Business Card Management, and Data Maintenance
New Business Development, Business Card Management, and Logistics DX
New Business Prospect Lists, Business Card Management, and Intent Data
Intent Data: Streamlining New Approaches
MA Integration: Streamlining Marketing Activities
