In March 2016, the company unveiled the DB11, which brings together everything that Aston Martin stands for – exceptional design, excellent performance and timeless luxury. The DB11 is the first product to be launched under Aston Martin’s Second Century plan, a six-year roadmap to create a highly valued global luxury brand.
“We no longer base decisions on our opinions;we base them on what our customers and business data tells us,” said Palmer. “With Salesforce, we can discover new insights into customer behaviour and our brand that will accelerate growth.”
To unlock these insights, Aston Martin first needed to bring all its customer and sales data together – not just from its own business but also from across its global dealership network. The iconic British brand collaborates with more than 150 dealers in 40-plus countries to sell and service its luxury sport cars.
“We had various systems, surveys, and datasets but they weren’t connected, so there was no single view of a customer,” explained Dan Balmer, Director Global Marketing at Aston Martin. “People had to ask for information, and it could take days or weeks to get it.”
The information gap between Aston Martin and its 150 dealers meant there was no end-to-end view of the sales cycle. “We didn’t know if a new lead went on to become a new customer or not,” added Balmer.