Bombardier turns scattered signals into sales focus with Data 360

Finding the signal in the noise

Bombardier builds sophisticated aircraft for buyers ranging from ultra-high-net-worth individuals to blue-chip companies and fractional ownership organizations. With no single buyer profile, sellers need to understand each prospect’s business, wealth, aircraft usage, and interests to deliver the tailored experience luxury buyers expect.

The intelligence needed to build that understanding was spread across nearly 20 internal and external systems. Sellers searched Google, news feeds, and separate tools to connect data points across thousands of accounts. That made it difficult to distinguish meaningful buying signals from false positives without significant manual research.

Bombardier saw an opportunity to bring those signals together, helping sellers identify serious buyers, focus their time on the right opportunities, and arrive at every conversation with a more complete understanding of the customer.

The right context, right on time

To help sellers spot the right opportunities and personalize every conversation, Data 360 brings Bombardier’s customer and market intelligence into Sales Cloud, giving teams a more complete view of each prospect in one place.

For example, imagine a seller preparing to meet a CEO who already owns a business jet. Instead of searching across multiple systems, sellers have Sales Cloud generate a comprehensive summary of the relationship and signals that matter. They can see the prospect’s aircraft ownership and flight activity alongside their company performance, financial profile, recent news, and previous interactions with Bombardier. 

“Previously, our sellers had to rely on Google searches, check stock performance, and scour news feeds for relevant information,” said Fauve Castagna, Manager, Sales AI & Enablement. “Now, they can go to Sales Cloud, where all of that information is available in one place, populated live, continuously updated, and easy to access.”

Sales Cloud also surfaces opportunities proactively. If the prospect has been flying more frequently, their current aircraft is approaching an upgrade point, and their financial profile indicates purchasing capacity, the seller gets an automatic alert that it may be time to reach out. They arrive at the conversation knowing what the customer owns, how they use it, and why the time could be right to invest in a new aircraft.

After the meeting, a custom built voice-to-text integration lets the seller capture notes and update their pipeline by voice, keeping that context current without manual data entry.

From data points to buying signals

Behind each tear sheet, Data 360 unifies CRM and market intelligence from six sources into comprehensive customer profiles visible in Sales Cloud. MuleSoft connects JetNet for aircraft ownership and flight activity, S&P Capital IQ for financial events, WealthX for wealth and liquidity signals, and ZoomInfo for company and contact intelligence. Databricks adds operational, IoT, and historical aircraft data through zero-copy integration, making that context available without duplicating the underlying data. Meanwhile, aircraft technical specifications and documentation are brought in from SharePoint via direct connector.

Salesforce CRM Analytics puts those signals to work. Bombardier’s custom Einstein Discovery model continuously evaluates them together — for example, connecting increased flight hours with financial capacity — and scores each prospect. When someone crosses Bombardier’s qualification threshold, sellers are alerted automatically. CRM Analytics also provides pipeline analysis for leadership, while Sales Cloud gives sales directors real-time dashboards and a bird’s-eye view of deals across the sales cycle.

The same context extends beyond sales. Marketing Cloud coordinates email and digital campaigns with sales activity, helping Bombardier maintain the personalized engagement luxury buyers expect across channels.

“One of the biggest benefits of Salesforce is being able to maintain a single service point,” said Castagna. “We're not duplicating critical customer information across multiple systems, nor are we incurring additional data processing or storage costs by moving information around unnecessarily.”