Citrix’s Project Edison leverages a data-driven strategy powered by D&B Rev.Up ABX for Sales, targeting more efficient engagement and prioritization across sales and marketing. By analyzing extensive customer data and focusing on both successful and unsuccessful engagements, Citrix has transformed its B2B conversion rate, achieving a 20% average increase. Project Edison’s integrated workflow supports sales teams by directing them to high-priority accounts and enabling smarter, targeted outreach. This shift from intuition-driven methods to data-backed decision-making exemplifies Citrix’s commitment to optimizing customer engagement and driving revenue growth.

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