Customer 360 & Revenue Growth Intelligence¶

Unified customer profiles with churn prediction, cross-sell recommendations, and revenue optimization.

Priority: P2 — Strategic Value
Time to Value: 8-10 weeks
Category: Sales & Revenue

Business Problem¶

In beverage distribution, customer relationships span distributors, retailers, and institutional buyers — each tracked differently across Salesforce (sales interactions), Oracle ERP (financials), and SAP (fulfillment). Without a unified view:

Fragmented profiles — sales reps see opportunities, finance sees invoices, logistics sees shipments — nobody sees the full picture
Silent churn — distributors reduce order volumes gradually before leaving; decline is invisible until revenue drops
Missed cross-sell — a retailer buying Pepsi but not Tropicana is never flagged despite high propensity
Unprofitable accounts — high-volume customers with excessive returns, deductions, and service costs appear profitable until fully costed
Blind pricing — no data-driven view of price elasticity by channel, region, or customer tier

Capabilities¶

Unified Customer Profile¶

Single view of every customer combining Salesforce interactions, Oracle financial transactions, SAP fulfillment performance, and social sentiment — resolved through the ontology layer.

Churn Prediction¶

ML model predicting distributor/retailer churn risk based on declining order patterns, increasing complaints, payment behavior changes, and sentiment shifts.

Cross-Sell & Upsell Recommendations¶

AI-powered product recommendations per account: "Retailer Y buys Pepsi and Lay's but not Tropicana — high propensity based on similar account profiles."

Customer Profitability Scoring¶

True profitability per account factoring in gross revenue, discounts, returns, deductions, logistics cost-to-serve, and payment terms.

Net Revenue Management¶

Price elasticity modeling by channel, region, and customer segment to optimize pricing, pack architecture, and promotional investment allocation.

Data Sources & Ontology Mapping¶

flowchart LR
    subgraph Data Plane
        SF["Salesforce CRM"]
        OE["Oracle ERP"]
        SAP_SYS["SAP"]
        SL["Social Listening"]
    end

    subgraph Ontology Entities
        CUST["Customer"]
        REVENUE["Revenue & Margin"]
        ORDERS["Order History"]
        FULFILL["Fulfillment Performance"]
        SENTIMENT["Brand Sentiment"]
    end

    subgraph AI Workflow
        PROFILE["Profile Builder"]
        CHURN["Churn Predictor"]
        RECO["Recommendation Engine"]
        NRM["Net Revenue Model"]
    end

    SF --> CUST
    SF --> ORDERS
    OE --> REVENUE
    SAP_SYS --> FULFILL
    SL --> SENTIMENT

    CUST --> PROFILE
    REVENUE --> PROFILE
    ORDERS --> PROFILE
    FULFILL --> PROFILE
    SENTIMENT --> PROFILE

    PROFILE --> CHURN
    PROFILE --> RECO
    PROFILE --> NRM

Ontology Entity	Source System	Key Fields
Customer	Salesforce Account/Contact	Account ID, Name, Channel, Region, Tier, Owner
Revenue & Margin	Oracle ERP AR + GL	Revenue, Discounts, Returns, Deductions, COGS, Net Margin
Order History	Salesforce Opportunities	Products, Quantities, Frequency, Win Rate, Average Deal Size
Fulfillment Performance	SAP Delivery	Fill Rate, On-Time Delivery, Order Accuracy, Returns
Brand Sentiment	Social Listening	Mentions, Sentiment Score, Topics, Engagement

AI Workflow¶

Entity Resolution — Resolve customer identity across Salesforce Account, Oracle Customer Master, and SAP Business Partner into a single golden record
Profile Enrichment — Assemble purchase history, financial metrics, fulfillment KPIs, and sentiment data into a 360-degree customer profile
Churn Scoring — Train gradient-boosted model on historical churn events; score active accounts monthly on probability of volume decline >30% in next quarter
Recommendation Generation — Collaborative filtering + market basket analysis across the account portfolio to identify cross-sell opportunities
Profitability Calculation — Fully loaded P&L per account: gross revenue → net revenue → gross margin → contribution margin (after cost-to-serve)
Elasticity Modeling — Regression analysis on historical price/volume data by segment to identify optimal pricing corridors
Output — Customer scorecards on dashboard; churn alerts to sales; recommendations pushed to Salesforce

Dashboard & Alerts¶

Key Metrics¶

KPI	Description	Target
Customer Lifetime Value (CLV)	Predicted revenue over next 3 years per account	Monitor; grow top 20%
Churn Risk Score	Probability of >30% volume decline in next quarter	Act on > 0.6
Wallet Share	Our share of customer's total beverage spend	> 35% for key accounts
Cross-Sell Conversion	% of recommendations accepted and ordered	> 15%
Customer Profitability	Net contribution margin per account	All accounts > 8%
NPS / Sentiment Score	Net Promoter Score + social sentiment composite	> 45 NPS

Alert Rules¶

Alert	Trigger	Severity	Action
Churn risk high	Account churn probability > 0.7 with revenue > $500K	Critical	Assign retention campaign; escalate to regional sales head
Volume decline	Account order volume drops >20% vs. prior quarter	High	Sales rep outreach within 48 hours
Profitability negative	Account contribution margin turns negative for 2 consecutive months	High	Review pricing, deductions, and cost-to-serve; flag for renegotiation
Cross-sell opportunity	High-propensity recommendation for key account with upcoming sales call	Medium	Push recommendation to Salesforce activity
Sentiment drop	Customer social sentiment drops >25 points in 30 days	Medium	Notify brand team; assess root cause

ROI Model¶

Metric	Before	After	Impact
Key account churn rate	12% / year	8% / year	33% reduction → $2.4M retained revenue
Wallet share (key accounts)	28%	34%	$1.8M incremental revenue
Cross-sell attach rate	6%	14%	$900K new product revenue
Unprofitable account count	18% of portfolio	8% of portfolio	Pricing corrected or accounts exited
Sales planning time	6 hours/week per rep	2 hours/week per rep	67% time savings for field team

Estimated Annual ROI

$2.0M - $4.0M annually from retained revenue, incremental cross-sell, pricing optimization, and sales productivity — across a mid-size beverage distributor with $150M revenue.

Implementation Notes¶

Customer entity resolution is the foundation; ontology layer must resolve Salesforce Account ↔ Oracle Customer ↔ SAP Business Partner with high confidence
Churn model requires minimum 24 months of order history plus labeled churn events (accounts that left or declined >30%)
Profitability calculation depends on accurate cost-to-serve allocation from Oracle ERP; may require finance team collaboration
Cross-sell recommendations should be validated by category management before deploying to sales force

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