Effectively adjusting sales and marketing pipelines on the fly（实时高效调整销售与营销管道）

Industry Sector: Health Care

Business Function: Operations

Foundry accelerates sales and marketing decisions at a major medical supply manufacturer in the face of extreme demand disruption.

Challenge

As elective procedures re-approached operating volume in the rebound from the COVID-19 pandemic, a leading global medical device manufacturer found that the procedure mix at hospitals didn’t resemble historical patterns. The manufacturer sought to answer two key questions:

• How can we generate new product demand forecasts that accurately reflect the new reality?
• How do we most effectively prioritize sales and marketing efforts as facilities ramp up?

Palantir partnered with the manufacturer to effectively answer these questions within weeks.

Solution

Understanding New Demand Patterns

Within two weeks, Sales Reps were capturing intelligence at the account level —- such as which procedures were restarting when, and to what volume -- across more than 2,500 customers using Account Ramp Up Surveys in Foundry. The surveys created the foundation of a live data asset that improved coordination at the account level, and accurately informed commercial activities with the latest operational data from the field. As surveys came in with procedure information, the organization’s ontology in Foundry mapped them to specific products for the first time. This demand information was made available to the entire organization, including Sales, Marketing, Product, Commercial Operations, and Finance.

Improved Account Visibility

As Reps engaged with accounts, an Account Inbox in Foundry provided them with guidance from their Managers, as well as all the latest benchmarks and insights regarding accounts at the regional and country level based on past financial data, relevant publicly-available COVID statistics, and previous survey results. They received alerts of accounts due for reorder to prevent backlog and accessed dynamic weekly forecasts. The alerts could be executed or dismissed, and these actions wrote back to the organization’s data asset in Foundry, where they informed forecasts and Action Plans.

Improved Business Planning

Activity and insights from the commercial organization were directly available to enhance other business processes impacted by the dynamic surgical procedure patterns. Demand planners who previously relied on statistical forecasting now had access directly to the key trends driving erratic demand. Financial controllers, facing pressure to increase the cadence of forecasts, also had an automated way to collect reliable, field driven feedback on trends impacting sales performance.

Deploying Action Plans

Sales Managers and Business Unit Directors surfaced new commercial opportunities in Foundry and deployed action plans across their lines of business. This improved commercial efficiency and implementation —- both at the account and regional level. For example, a Regional Director would automatically surface opportunities using rules based on procedure rate volumes or historical sales, prioritize accounts based on their recovery, and assign these opportunities directly to Reps —- all in Foundry.

Impact

• By the end of the three-month pilot, over 800 users across Sales, Marketing, Product, Finance, and Commercial Operations in 25+ countries were making decisions in Foundry.
• 450+ sales opportunities were actioned by Sales Reps in their Inbox.
• $25M+ in pipeline sales opportunities were attributed to findings surfaced in Foundry.

Implement a similar use case

This use case implements the following Pattern. Follow the link below to read more about a particular Pattern and learn how it is implemented within Foundry.

• Alerting workflow (used for 7 other use cases)

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中文翻译

实时高效调整销售与营销管道

行业领域：医疗健康

业务职能：运营

面对极端的需求波动，Foundry 助力一家大型医疗用品制造商加速销售与营销决策。

挑战

随着 COVID-19 疫情后复苏阶段中择期手术量逐步回升，一家全球领先的医疗器械制造商发现，医院的手术组合已不再遵循历史模式。该制造商亟需解答两个关键问题：

• 如何生成能够准确反映新现实的产品需求预测？
• 在医疗机构逐步恢复运营时，如何最有效地优先安排销售与营销工作？

Palantir 与该制造商合作，在数周内有效解答了这些问题。

解决方案

理解新需求模式

两周内，销售代表（Sales Reps）通过 Foundry 中的"客户恢复调查"（Account Ramp Up Surveys），在超过 2,500 家客户层面收集情报——例如哪些手术何时重启、恢复至何种规模。这些调查构建了一个实时数据资产的基础，改善了客户层面的协调，并利用来自一线的运营数据准确指导商业活动。随着调查反馈携带手术信息传入，组织在 Foundry 中的本体（ontology）首次将这些信息映射至具体产品。这些需求信息可供整个组织使用，包括销售、营销、产品、商业运营和财务部门。

提升客户可见性

当销售代表与客户互动时，Foundry 中的"客户收件箱"（Account Inbox）为他们提供来自经理的指导，以及基于过往财务数据、相关公开 COVID 统计数据及先前调查结果的最新区域和国家层面的客户基准与洞察。他们会收到需要补货客户的提醒，以防止积压，并获取动态的周度预测。这些提醒可执行或忽略，相关操作会回写至组织在 Foundry 中的数据资产，用于更新预测和行动计划（Action Plans）。

改善业务规划

商业团队的活动与洞察可直接用于增强受动态手术模式影响的其他业务流程。此前依赖统计预测的需求规划人员，现在能够直接获取导致需求波动的关键趋势。面临提高预测频率压力的财务控制人员，也拥有了自动化方式收集来自一线的可靠反馈，了解影响销售业绩的趋势。

部署行动计划

销售经理和业务部门总监在 Foundry 中发现新的商业机会，并在其业务线中部署行动计划。这提升了客户层面和区域层面的商业效率与执行力。例如，区域总监可基于手术量或历史销售额的规则自动发现机会，根据客户恢复情况确定优先级，并直接在 Foundry 中将机会分配给销售代表。

影响

• 在为期三个月的试点结束时，来自 25 多个国家的销售、营销、产品、财务和商业运营部门的 800 多名用户已在 Foundry 中做出决策。
• 销售代表在其收件箱中处理了 450 多个销售机会。
• 通过 Foundry 发现的线索，产生了超过 2,500 万美元的管道销售机会。

实施类似用例

本用例实现了以下模式。点击下方链接，了解更多关于特定模式的信息及其在 Foundry 中的实现方式。

• 告警工作流（另用于 7 个其他用例）

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