Barco: A clear overview of a promising market

Interview with Katia Villaseca Palomeque – Market Intelligence Manager Barco

Looking for a big screen or another smart visual solution? Chances are you’ll run into Barco. The Belgian company has been supplying visual products to the entertainment, healthcare and enterprise sectors worldwide for more than eighty years. Think of cinema screens, LED displays, video walls and projectors. Because the organisation wanted to expand its market share of the product ClickShare, a wireless presentation solution for meeting rooms, in the enterprise sector, Altares Dun & Bradstreet’s tool Market Insight was used. Market Insight analyses market and customer data, and transforms it into growth opportunities for companies.

Barco: A clear overview of a promising market

Interview with Katia Villaseca Palomeque – Market Intelligence Manager Barco

Looking for a big screen or another smart visual solution? Chances are you’ll run into Barco. The Belgian company has been supplying visual products to the entertainment, healthcare and enterprise sectors worldwide for more than eighty years. Think of cinema screens, LED displays, video walls and projectors. Because the organisation wanted to expand its market share of the product ClickShare, a wireless presentation solution for meeting rooms, in the enterprise sector, Altares Dun & Bradstreet’s tool Market Insight was used. Market Insight analyses market and customer data, and transforms it into growth opportunities for companies.

1. The challenge

Exponential amount of data

Katia explains: “At the start of our collaboration, we had three issues for Altares Dun & Bradstreet. Firstly, we wanted to identify more potential customers in the enterprise sector. Secondly, we wanted to be able to make better strategic decisions. Finally, we thought it was important to get to know our own customers in this industry even better. What family structures exist and what other industries do they work in?” Since the enterprise market is so diverse, the amount of data that Barco received was not bad either. At the start of the collaboration, this might have been a bit too much for Katia’s team: “Market Insight has different functionalities and there is a lot of data available. You have to know how to get and cluster which information. At the time we got the tool, we thought we had the right data available. It didn’t work that way.”

Firstly, we wanted to identify more potential customers in the enterprise sector. Secondly, we wanted to be able to make better strategic decisions. Finally, we thought it was important to get to know our own customers in this industry even better. What family structures exist and what other industries do they work in?”

2. The solution

Ready-made analyses

Altares Dun & Bradstreet started the dialogue again with Barco to find out how they could better support them and better meet their needs. It turned out that it was not feasible for Barco to read all the data itself. It was then decided to permanently deploy an Altares Dun & Bradstreet project team for Barco. Katia: “We send a list of characteristics of companies that we would like to include in our customer portfolio, with which the project team then sets to work. The team can tell us exactly what limits exist and what we have to take into account.” Market Insight compares the profiles of Barco’s existing customers with profiles on the market. In this way, the tool identifies potential customers and leads for Barco. It also looks at the sectors or markets in which existing customers are even more active, and whether there are any opportunities for the organization. The project team also profiles new and existing markets for Barco and provides the company with strategic insights.

Insight into decision-making

One of the latest features added is the DMU test (Decision Making Unit). This test shows which entity is the real decision maker in an organization. This ensures that Barco can now focus on an entity and sit down directly with the right person at the table. Katia: “It is valuable for us to know how and where decisions are made in an organization. This saves a lot of time and also gives us better insight into the family structure of the organization.”

“We send a list of characteristics of companies that we would like to include in our customer portfolio, with which the project team then sets to work. The team can tell us exactly what limits exist and what we have to take into account.”

3. The result

Strategic decision-making through strong cooperation

With this new form of collaboration, Barco is now making optimal use of the data available. Katia: “We like to work with the Altares Dun & Bradstreet team. For Barco it is important to support your strategy and decisions with market data. So it is very important to get reliable data. We have built up an open relationship with the team, which definitely enriches our partnership. In addition to the team, I am in close contact with the Customer Success Manager about what works and what doesn’t.”

“We like to work with the Altares Dun & Bradstreet team. We have built up an open relationship with the team, which definitely enriches our partnership. In addition to the team, I am in close contact with the Customer Success Manager about what works and what doesn’t.”

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