With SAP Hybris Cloud for Customer Deal Finder, SAP has delivered a real gem of a tool that uses the predictive analytics capabilities of SAP Infinite Insight to identify those Leads that are most likely to convert into Opportunities.
My only concern is that Deal Finder is not available as part of the standard C4C subscription and, given the lack of buzz about it on SCN and social media, I think the additional licensing requirement is deterring a lot of C4C customers from even considering it.
In short, Deal Finder uses the past experience of a business to predict whether one Lead has a greater chance of converting to an Opportunity over another and therefore allows your sales teams to focus on those Leads with a greater chance of success.
I don’t think that Deal Finder is attempting to replace human experience and intuition. Rather it supplements it. As companies transform into digital businesses tools such as landing pages, web forms and the like will become the source of an increasing number of leads. If your marketing efforts are successful, you will generate more Leads than a team could reasonably be expected to handle. Enter Deal Finder which applies a score to all open Leads in your C4C system – no fluff, no guff, just a cold hard number. It is then down to your sales team to either accept or reject Deal Finder’s prediction.
The set-up of the tool is pretty straightforward and is well documented in the SAP Hybris Cloud for Customer Administrator Guide. The SAP Infinite Insight part of the set-up was a little fiddly and required some intervention from SAP but again, this was relatively painless.
Pushkar Ranjan’s, How does Deal Finder in SAP Cloud for Customer work? blog on SCN helpfully explains the mechanics behind Deal Finder. In summary, SAP Infinite Insight looks at all the attributes of the Lead (e.g. Account, Product, Channel, Qualification Level etc.) and identifies which attributes are most correlated to successful conversions to Opportunities.
Once Deal Finder is up and running it needs to be fed with data before it can start returning results -and it is data hungry. In our tests we set-up Leads with 2 defining attributes that lead to successful Lead conversions, one was Lead Source, the other Qualification Level. It took over 1000 Leads to be captured for Infinite Insight to be able to start scoring our Leads but once it did the scoring was very consistent.
If you are a C4C customer, try to get your hands on Deal Finder to test within your environment. I’m convinced that this tool can help your sales teams to identify the best Leads and therefore Opportunities to focus their time and effort on.