All Foundries

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Commodity Management & Trading

Transforming trading ecosystems through data-driven insights and secure, agile platforms that empower global commerce.

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Customer & Marketing Strategy

Reimagining customer engagement with personalized, connected experiences that build trust and long-term value.

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Digital Engineering

Turning ideas into scalable digital solutions—accelerating transformation through design, technology, and engineering excellence.

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Station Studio

Redefining mobility hubs with digital innovation to create smarter, sustainable experiences for people and businesses on the move.

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Supply Chain & Industry 5.0

Building resilient, intelligent supply networks that anticipate change and deliver efficiency with purpose.

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Sustainability

Driving responsible innovation to help organizations achieve net-zero goals and create a positive impact for future generations.

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Physical AI

Physical AI gives machines, robots and physical operations the ability to perceive their environment, decide what matters and act in real time. Factories, plants, stores and infrastructure become systems able to sense conditions, learn from them and improve on their own, closing the gap between the physical and the digital world.

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Next-Gen Infrastructure

From networks as infrastructure to connected platforms that enable critical, autonomous and intelligent operations.

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43% more invoices per person in an automated Procure-to-Pay cycle

Purchasing teams spent hours on each invoice, and the cycle had gaps in control. NTT DATA reviewed operations, tools and the organizational model, then built a roadmap with four automation scenarios. Each person in the process now handles 43% more invoices, and the process runs with 34% fewer full-time employees.

43% more invoices per person in an automated Procure-to-Pay cycle

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43 initiatives and an estimated 570 million pesos for a department store’s financial services

For a Mexican department store retailer, financial services were a side offering with room to grow. NTT DATA analyzed products, processes, operations and systems and designed a digital transformation plan with 43 initiatives. The plan carries an estimated impact of about 570 million Mexican pesos on EBITDA.

43 initiatives and an estimated 570 million pesos for a department store’s financial services

Contact

Digital Sales Acceleration for a Leading Utility

A leading Spanish utility serving more than 10 million customers transformed its B2B commercial model into a fully digital, data-driven growth engine.

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+125

% sales growth

+80

% leads quality

-12

% cost per lead

Three colleagues in a sunlit modern office review a touchscreen showing a colorful sales funnel diagram, with one presenter pointing and another working on a laptop.

Turning digital demand into measurable B2B growth.

Objective

The objective was to accelerate digital B2B growth and expand market penetration by industrializing the commercial funnel end-to-end—improving lead quality and conversion performance, optimizing acquisition costs, and embedding data and advanced analytics at the core of commercial decision-making.

Managing the full digital funnel for the B2B segment.

Proven delivery of a optimized digital sales process, surpassing annual targets with differential capabilities.

Key Challenges

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Fragmented funnel management across channels.

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Limited hyper-segmentation for B2B audiences.

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Inconsistent lead qualification and assignment processes.

Lack of advanced personalization across journeys.

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Need for scalable ABM strategy for large accounts.

Solution

Designed and deployed an end-to-end Digital Sales model, integrating strategy, data, performance marketing, and commercial operations across the full B2B funnel.

Implemented advanced segmentation and ABM strategies, leveraging industry-based targeting (CNAE), hyper-segmentation, geomarketing, and intelligent lead scoring to improve precision and quality.

Optimized conversion performance, redesigning landing pages, applying A/B testing methodologies, and enhancing CRO to increase visit-to-lead and lead-to-sale rates.

Industrialized and scaled digital acquisition, optimizing channel mix and brandformance investments while enhancing CRM and omnichannel capabilities to support assisted and online sales.

Impact

Measurable improvements across the B2B funnel

Achieved +125% growth in B2B sales

Increased high-quality leads by +80%

Optimized CPL by -12%

Expanded lead generation to +13 acquisition channels

Improved visit-to-lead and lead-to-sale conversion rates through personalization and CRO optimization

Embedded data, testing methodologies, and continuous optimization into commercial operations

This transformation enabled the utility to move from fragmented digital initiatives to a scalable, data-driven B2B commercial engine—strengthening growth, efficiency, and competitive positioning in the Spanish utilities market.

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