Siemens Healthineers leverages “Cerebra”: Knowledge platform and AI agent factory in one
“Cerebra” transforms complex data into actionable insights for marketing and sales, while also enabling the rapid creation of new AI agents.
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How could Siemens Healthineers unlock the full potential of its CRM data and AI investments for sales?
The challenge
Enabling data-driven decisions in a dynamic market
Siemens Healthineers is a global leader in medical technology, where speed, precision, and data-driven decision-making determine success. The “CRM Excellence" team plays a pivotal role, ensuring that marketing and sales always have access to the right data, analyses, and insights. This enables targeted customer support, identification of market opportunities, and strategic decision-making.
Despite the wealth of available data, the team faced two key challenges:
Fragmented data landscape
CRM data, market analyses, and internal reports were scattered across multiple systems. Manual consolidation was required, slowing decision-making and limiting the team’s responsiveness to market changes.
Isolated AI initiatives
Different departments had implemented AI projects independently - from predictive sales models to analytical dashboards. These initiatives followed inconsistent standards and were limited to individual teams, leaving much of the AI potential untapped.
The solution
"Cerebra"
“Cerebra” is a platform that goes beyond traditional analytics tools by combining two essential functions:
Central knowledge platform
“Cerebra” integrates internal data - CRM records, opportunity data and reports - with external sources such as industry analyses, public health data, competitive intelligence, and scientific publications. Its specialized AI agents transform this information into contextual, role-specific insights accessible directly through familiar tools like Microsoft Teams or Outlook.
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AI agent factory
“Cerebra” also functions as an agent factory. By implementing a repeatable operating model that seamlessly integrates processes, rules, and technology, the system ensures that new AI projects are developed efficiently, responsibly, and sustainably. Departments can collaborate with the "CRM Excellence" team to continuously expand the platform, integrate new data sources, and deploy innovative tools for accessing these agents. In this way, "Cerebra" evolves alongside team needs, providing tailored support for daily tasks.
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The use cases
Empowering marketing & sales
“Cerebra” already supports numerous teams at Siemens Healthineers in a variety of ways:
Identifying opportunities
By combining CRM data, campaign metrics, and market signals, “Cerebra” identifies cross-selling and upselling potential, providing sales teams with insights and actionable recommendations.
Tender pre-assessment
By analyzing uploaded tender documents alongside historical data and previous submissions, “Cerebra” helps teams assess opportunities more efficiently, estimate participation likelihood, and make data-driven bid decisions. This significantly reduces the time and effort required throughout the evaluation process, enabling teams to focus their resources on the most promising opportunities.
Streamlining onboarding
With a centralized knowledge platform, new team members can quickly access essential data, best practices, and insights, reducing training time significantly.
The result
Unlocking the full potential of AI
With “Cerebra”, Siemens Healthineers connects all data sources and AI initiatives in a single, intuitive platform. The company can now maximize AI investments, leverage data efficiently, and break down silos between departments.
“Cerebra” not only answers current questions but also empowers proactive decision-making and continuous improvement of processes and products.
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