Proven experience supporting clients on the topic OFFENSE | Technology as key lever for unlocking further top-line expansion: Case study on enhancing sales with AI-enabled lead management Playbook from a medtech animal health company Management adopted new digitally enabled sales and marketing engine to engage customers in a more targeted, personalized, and data-driven way to increase overall selling ROI Technology-driven actions Significant impact Personalized Drove personalized communication with AI based on engagement and sales data Incremental annual sales marketing •Designed marketing-engine tool for automated lead qualification $120M impact in primary market •Measured prior engagement to optimize approach continuously 40% Increased annual sales rep Expanded customer base with high efficiency productivity Sales.AI •Built predictive call-planning tools with data-driven recommendations •Employed "next best action" tool to route qualified leads to reps •Developed data and digital platform to accelerate future builds 2X Sales conversion rate Bionic Strengthened talent pool to support digitization efforts Lower time to market for pilot •Devised multiformatted upskilling program, ensuring full-in market autonomy 4X (6 months to 6 weeks) organization •Overhauled agency model with FTE-based model from fixed to variable; based on KPI improvement and golden-rules compliance Source: BCG case example