Oracle has unveiled new capabilities within its Unity Customer Data Platform (CDP), aimed at providing organisations with precise views of customer accounts and buying groups. The goal is to optimise marketing and sales revenue growth initiatives.

The updates offer marketers and sellers actionable account views that leverage customer intent data from marketing, sales, and service combined with finance, product usage, contract, and supply chain sources.

The new features are designed to help organisations engage buying group members at target accounts with precise upsell and cross-sell opportunities. Oracle Unity CDP is part of Oracle Fusion Cloud Customer Experience (CX), a suite of applications that help organisations create, manage, serve, and nurture lasting customer relationships.

The new capabilities in Oracle Unity CDP include Account Profile Explorer, buying group and opportunity scoring, native Oracle Analytics Cloud integration, and industry onboarding accelerators. Oracle Unity CDP now has industry accelerators for high tech, industrial manufacturing, professional services, telecommunications, utilities, financial services, travel, and retail.

Vertiv, a global digital customer experience company, has used Oracle Unity CDP to bring critical data together from multiple ERP, CRM, and marketing automation systems into a single, unified platform for activation.

Global vice president of digital customer experience at Vertiv, Martin Coulthard, said: "With Oracle Unity CDP, we were able to bring critical data together from multiple ERP, CRM, and marketing automation systems into a single, unified platform for activation. With unified account and customer profiles, we can proactively identify the right opportunities within the install base, align sales and marketing processes, and create new revenue opportunities."

Group vice president of product at Oracle Cloud CX, Stephen Streich, said: "To create long-term value for their customers and the organization, and capitalize on the full potential of AI, organizations require a foundation of complete and connected customer and enterprise data. The new AI capabilities and new account-level visualizations in Oracle Unity CDP leverage that complete data to intelligently guide the right action, at the right time, to the right accounts and decision-makers, allowing organizations to increase sales, customer retention, and build long-term relationships with their customers."