Case Study: an equipment financing company improves sales lead generation and marketing effectiveness with Centric Consulting's data management and MDM solution

Equipment Financing Company simplifies marketing campaign logic by 80% with Centric Consulting

The customer, an equipment financing company, faced challenges with its manual system for assigning sales leads, which resulted in poor data quality and ineffective marketing. This hindered their ability to target the right customers with the right products. They enlisted Centric Consulting to help improve customer data quality for better lead generation and campaign management.

Centric Consulting implemented a master data management (MDM) solution using Profisee MDM and Melissa Data matching tools. This created a single source of truth for customer data, integrated with Microsoft Dynamics CRM and Adobe Campaign. The results included an 80% simplification of marketing campaign logic, a major reduction in data-related support tickets, and empowered sales teams with self-service data management, greatly improving lead generation efficiency.