Case Study: How AI Turned Data into Sales Growth for One Mid-Sized Firm

Recently, a leading mid-sized investment firm launching a range of new investment products approached Jacobs & Company with a question:  how can we use all the data we’ve amassed over the years to accelerate sales for these new products?  Despite abundant data, the firm had long struggled to translate that into sustainable, actionable insight their sales teams could actually use.  

So we dug in.  

Our first step was to pull together ten years of sales, transactional, marketing, and product data into a single analytical framework and fill data gaps through inference modeling. We analyzed advisor segments, deal cycles, and multi-channel engagement patterns to identify behaviors that led to transactions. Weekly we shared these insights with the firm’s sales and marketing teams to guide campaign design promoting their new products and then monitored outcomes.  

The second step - and where the AI comes in - was to use the outcomes from step one to build a Next Best Experience (NBE) model, taking what was initially manual test-and-learn and transforming it into a repeatable, automatable process.  We helped integrate the NBE into Salesforce, using it to augment the platform’s AI capabilities, and launched it firmwide.  

The results were striking.

Sales professionals using the analytics and NBE insights were 4x more likely to have meaningful interactions with advisors, and marketing efforts informed by the data were 4x more likely to drive engagement that advanced leads to MQLs.

 As the client noted, “This is amazing. We now have even more conviction in the power of AI to help us succeed.”

Set Up Some Time to find out more about how to leverage your data to transform sales and marketing results.