Use Cases by Objective
New Approach Lists
Group Strategy
Digital
Marketing
Client Information Registration
Data Cleansing
Corporate Attribute Analysis
SFA/MA Activation
Business Card Data Integration
Credit & Client Checks
Use Cases by Department
Sales Department
Inside Sales
Department
Marketing &
Corporate Planning Department
Information Systems Department
Administrative Department
Use Cases by Tool
Meeting Sonar
Sales Efficiency Optimization
Internet Services, System and Software Development, Specialized Trading and Wholesale
INTERVIEWEE
Hitachi Solutions, Ltd. is a company primarily engaged in the system integration business, providing services ranging from application development and package implementation to infrastructure construction. In 2019, the company implemented uSonar, one of Japan's largest corporate databases, to assist in formulating sales strategies and improving sales efficiency. We spoke with Mr. Hata, Ms. Yamamoto, Ms. Tsuno, Mr. Konai, and Ms. Koizumi from the Sales Management Division, as well as Mr. Naka from the IT & DX Promotion Division, regarding the background, benefits, and future prospects of implementing uSonar.
Challenges Before Implementation
Challenges in Information Sharing and New Customer Acquisition Processes
Hitachi Solutions, Ltd. shared the challenges they faced that led to the decision to implement uSonar.
Hata
Previously, each department operated independently, and performance metrics were aggregated separately by each unit. This resulted in a lack of company-wide coordination and overall inefficiency.
Koizumi
From a sales strategy perspective, we were unable to identify our white space—the areas where we had no existing contact. Specifically, attempting to map this white space required acquiring external lists and cross-referencing them with our transaction history and behavioral data, which was labor-intensive. Furthermore, because analysis was conducted individually, redundant analytical data was scattered throughout the company.
The reliance on individual expertise and the lack of transparency in business processes have become significant issues across all industries and sectors in recent years. Hitachi Solutions decided that it was time to address these challenges within their sales department. 
Reasons for Implementation
Streamlining Information Sharing Through Salesforce Utilization
Faced with these challenges, Hitachi Solutions chose to adopt uSonar.
By using LBC, a database of 12.5 million corporate records covering the domestic market built by uSonar (formerly Landscape), they have been able to organize and maintain the corporate information within their existing Salesforce environment. Hitachi Solutions was recognized for their achievements in SFA/CRM utilization and won the annual Salesforce National Utilization Championship in 2021.
Source: Salesforce SFUG CUP 2021, 9th Salesforce National Utilization Championship
Furthermore, it is reported that the benefits of SFA/CRM utilization have been felt at the operational level as well.
Tsuno
I originally worked in sales, and I felt that the progress in utilizing SFA/CRM significantly increased the speed of information sharing within the company.
In B2B business, it is necessary to manage not only corporate information but also individual information within those companies. By utilizing uSonar and Salesforce, we have been able to visualize the touchpoints between our company and our clients, which has had a positive impact on our sales activities.
Medium
Previously, we were unable to effectively link the personal information we acquired with corporate information, meaning the personal data we collected was not being utilized. Now, all business card information acquired at exhibitions, seminars, and other events can be linked to corporate information in our SFA/CRM. For example, when we want to conduct sales activities for a specific company, we can now trace our network to see who already has a connection with that company, allowing us to approach them more efficiently.
Because information sharing has become seamless, it has become possible to streamline many business operations.
Hata
A major achievement is that not only the field staff but also the management team can now view information in real-time, which has significantly reduced the time spent on creating reports and holding meetings. While this is the return on investment for our entire system, including SFA and BI, not just uSonar, we are seeing a fourfold return on our investment.
Results Achieved
Introduction of Heat Map Strategy
Koizumi
As part of our sales strategy, we have been implementing a heat map strategy since this year. A heat map visualizes which customers have adopted which products by cross-referencing customer segments with business segments, and it also indicates the scale of adoption through color intensity.
Konouchi
For example, when we filter the view by the manufacturing industry, we can see where and to what extent our solutions for the manufacturing sector have been adopted, as well as which companies offer potential for new proposals.
Previously, we could only view information on customers with whom we had an existing relationship, but by introducing uSonar, we can now identify white space, making it easier to develop strategies on where to focus our sales efforts.
By building strategies based on data, each department is now able to operate with a clearer sense of purpose and conviction.
Yamamoto
In our promotion and marketing operations, we also conduct seminars and disseminate information based on our heat map strategy. Furthermore, since uSonar includes a feature that allows us to track which companies are visiting our website, we are making daily improvements while verifying whether the pages we created based on our strategy are actually being viewed by our target audience.
Toward Further Challenges
We aim to leverage visualized data more effectively to drive new orders.
Hitachi Solutions, Ltd. aims to further utilize technology to move away from reliance on individual expertise in their sales activities.
Konouchi
"With uSonar, we were able to achieve visualization. Moving forward, we aim to make further improvements, such as using AI for recommendations, so that everyone can conduct sales activities efficiently."
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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 Maintenance
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 Marketing, and Sales DX
Group Data Integration, Business Card Management, and Data Maintenance
New Business Development, Business Card Management, and Logistics DX
New Prospect Lists, Business Card Management, and Intent Data
Intent Data and Streamlining New Approaches
MA Integration: Streamlining Marketing Activities
Accelerating Sales DX, Reducing Data Maintenance Man-Hours, and Launching New Businesses
Business Card Management, Email Marketing, and Sales DX
Group Data Integration, Business Card Management, Data Maintenance
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
