CARTO > Case Studies > Unleashing The Power of Location for Increased Sales Territory Performance

Unleashing The Power of Location for Increased Sales Territory Performance

Customer Company Size

Large Corporate

Region

Europe
America

Country

Spain
Sweden
Brazil
Chile
Peru

Product

Compass
CARTO Engine

Tech Stack

Location Intelligence
CRM Technology

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Productivity Improvements
Revenue Growth

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Security & Public Safety

Applicable Functions

Sales & Marketing

Services

Data Science Services
System Integration

About The Customer

Securitas Direct is one of the leading connected alarms providers in Europe, protecting more than 2 million homes and businesses worldwide. The company's Spanish sales team started using CARTO in 2016 to create a cutting-edge sales analytics and territory management solution called “Compass”. Securitas Direct provides 24-hour alarm and security services for B2C and B2B customers worldwide through their network of 10,000 employees across the globe. With 25 years of experience in the market, Securitas Direct originates from Sweden and has grown exponentially in Europe, as well as expanding to countries in Latin America such as Chile, Brazil and Peru. Leading the Spanish market with more than 50% market share, Securitas Direct is a customer-centric company, with the average client using their services for 10 years.

The Challenge

Securitas Direct, a leading connected alarms provider, had a large and growing sales force of 1,000 reps tasked with visiting existing and potential customers to retain and acquire new business. However, the allocation of leads and opportunities from their marketing department was done manually without exploiting the context of location data. This resulted in several different sub salesteams looking at the same opportunities and leads often being manually assigned by province, rather than geographical proximity, wasting sales rep’s time and resources. Securitas Direct needed a location-driven solution that would allow their team to be more efficient and productive, and that would work smoothly alongside their existing CRM technology (Force Manager).

The Solution

Securitas Direct built a bespoke application called “Compass” which gives them greater visibility of their sales operations and performance. Using CARTO’s Engine platform, “Compass” allows sales leaders at Securitas Direct to visualize key metrics such as existing customers, prospects, number of cold calls and number of visits to existing customers. As well as using key datasets related to sales, Securitas Direct now also uses data on reported burglaries to model demand for alarm and security services and understand a customer’s potential propensity to purchase by visualizing this within the application. By considering the locations of leads, existing customers and sales reps, Securitas can now assign leads from their marketing department more efficiently - optimizing and balancing their territories rather than just using the province or postcode of a commercial opportunity to drive an assignment decision.

Operational Impact

Securitas Direct have been able to scale up their sales force from 1,000 employees to just over 2,000 employees in 18 months.
By leveraging the power of location, sales reps have been able to increase the number of customer visits they make.
By integrating new data in the “Compass” application over time, Securitas Direct have been able to grow their market share in areas where they traditionally had lower market share by defining a more targeted cold-calling strategy for their reps to implement.
Using location data to optimize their sales process is no longer limited to a handful of stakeholders in Business Intelligence and is totally accessible for a range of managers in different departments.

Quantitative Benefit