Successfully Organized Corporate Data

Successfully organized corporate data, which was a key challenge, using LBC, one of Japan's largest corporate databases.

SFA/MA Optimization
Corporate Attribute Assignment and Analysis
Core Systems

Hitachi Solutions, Ltd.

Internet-related, System and Software Development, Specialized Trading and Wholesale

INTERVIEWEE

Sales Management Division
Digital Marketing Sales Department, General Manager, Mr. Kazuo Hata
IT and DX Promotion Division
DiCE Promotion Department, Deputy General Manager, Mr. Masahito Naka

Hitachi Solutions, Ltd. is a company primarily engaged in the system integration business, providing support for system implementation ranging from application development and package deployment to infrastructure construction. We spoke with Mr. Kazuo Hata of the Digital Marketing Sales Department under the Sales Management Division, and Mr. Masahito Naka of the DiCE Promotion Department under the IT and DX Promotion Division, regarding the challenges they faced before implementing uSonar, the reasons for its adoption, the resulting benefits, and their future outlook.

Challenges Before Implementation

The master data was insufficient, and foundational maintenance was required.

Mr. Hata stated that he began considering the implementation of uSonar 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 we were using lacked sufficient information and contained duplicates, leaving us in a state where we could not even perform basic calculations, let alone analysis. Therefore, we began by focusing on building a new corporate master.

Linking personal information to corporate data was also reportedly a major 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. Additionally, in a subscription-based business, we must address not only large enterprises but also the SMB sector, which required a precise corporate master that comprehensively covered the SMB market.

This led them to focus on implementing a corporate master that offered sufficient quality and volume.

Reasons for Implementation

Strengthening the Database Through the Use of LBC, Which Offers High Information Coverage

They stated that trying the Customer Data Diagnosis provided by uSonar (formerly Landscape) was the catalyst for implementing uSonar.

Hata

After conducting an actual customer data diagnostic, we achieved results beyond our expectations, which led us to begin a full-scale evaluation of 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 master databases, we decided to adopt uSonar because it met the coverage requirements we needed and offered a relatively high update frequency for corporate attribute information.
We believe that in terms of comprehensiveness as a corporate master, uSonar is second to none.

Results Achieved

Corporate Master Contributes to Victory at the Salesforce National Utilization Championship

Hitachi Solutions, Ltd. has implemented Salesforce as its CRM/SFA. Approximately two years after introducing uSonar, in 2021, Hitachi Solutions, Ltd. won the Salesforce National Utilization Championship hosted by Salesforce Japan Co., Ltd. uSonar serves as the foundation for their successful Salesforce utilization.

Source: Salesforce SFUG CUP 2021: The 9th Salesforce National Utilization Championship

Hata

I believe that the reason our company was able to become the best in Japan at the Salesforce event is largely due to our utilization of the 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.

Master data management extends beyond Salesforce utilization; it also drives business process transformation.

Hata

By using LBC as our master data, we are now able to conduct analysis based on accurate corporate information. If company records are duplicated, it becomes impossible to generate even basic metrics such as transaction volume or the number of client companies. By maintaining clean master data, we can verify accurate figures at any time, which has significantly reduced the time spent on data aggregation for meeting materials and eliminated the need for meetings held solely to verify those figures.

Toward Further Challenges

Making uSonar the Foundation for Group-Wide Growth

Hata

I call LBC the 'Master of Masters' because we position it as the foundation for integrating the various master data sets used independently across our different systems. To utilize it as a 'Master of Masters,' the high level of comprehensiveness provided by LBC is an absolute requirement. Thanks to LBC, we can integrate transaction data from all our systems, which now enables us to perform analysis 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 plan to expand 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 are current as of the time of the interview.

Article Publication Date: September 27, 2022

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