Telefónica Business

The Challenge of Managing a Broad Portfolio of Technology Solutions

Telefónica is globally recognized as a leader in telecommunications and communication solutions. However, a lesser-known aspect of the company is its ability to deliver advanced technology solutions to businesses, ranging from email management and web hosting to sophisticated cybersecurity tools.

With such a diverse product portfolio, Telefónica Brazil’s B2B Inside Sales team faced significant challenges: depending on a prospect’s level of digitalization, the sales process could require substantial educational effort; the same company might purchase very different products; and purchasing decisions often involved stakeholders from multiple departments. As a result, sales representatives with deep expertise in certain products sometimes struggled to identify opportunities or successfully sell others.

This scenario led to a common problem: where to focus and how to prioritize opportunities.

The Solution: Smart Data with Atogu

To overcome these challenges, Telefónica turned to Atogu. Our data solution goes beyond traditional approaches by classifying companies not only by purchasing power or financial strength, but also by their level of digitalization. We provide detailed insights into the technology stack used by each company, enabling the identification of concrete opportunities and more precise sales strategies.

Telefónica has been using Atogu data in Spain for years with excellent results, which motivated the launch of a pilot project in the highly competitive Brazilian market.

The Pilot: Data vs. Intuition

The experiment involved splitting the sales team into two groups: one using the data provided by Atogu, and another relying on traditional databases curated by the sales representatives themselves.

The results spoke for themselves:

• The group using Atogu data saw a 79% increase in average deal size.
• The same group achieved a 50% increase in conversion from opportunities to sales.
• There was also a reduction in the share of sales requiring in-person visits, as teams could prioritize companies with a clear and immediate purchasing need.

Smart data not only improved sales efficiency, but also helped teams focus their efforts on companies with the highest purchase potential and tailor their sales messaging to each customer’s level of digital maturity.

Results and Expansion

The success of the pilot in Brazil strengthened Telefónica’s confidence in Atogu. This collaboration enabled the company not only to optimize its sales strategy in one of the most challenging markets in Latin America, but also to set a new standard for its operations in other countries.