Ithena

Overview

Ithena, a division of Business Objects, launched the first customer value analytics application. Business Objects was subsequently acquired by SAP.

The engagement launched a new category of customer value analysis, through an ROI go-to-market campaign integrated with solution-selling sales kits.

Business Issue

A new application category offered enhanced functional customer value management analytics. A category with no precedent gives buyers no reference point — users needed clear guidance on its business use before they could adopt it with confidence.

Solution

• ROI models built on Dynamic Value Management. Models that quantified the value of new profit opportunities, positioning Ithena as a practical operational solution supporting strategic decisions.
• A Solution Selling sales kit, tailored by vertical. Sales kit and ROI models built specifically for finance and telecommunications.
• Training and post-sales coaching. Delivered alongside the kit to ensure effective adoption.

Results

• Tactics quantified and tied to strategy. The Ithena application’s tactics were quantified and linked to the strategies they served, in terms of improved earnings.
• Personalised ROI analyses for Fortune 50 companies. Early adopters were shown tangible economic value.