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CRM Enabled Sales and Marketing Alignment

CRM Enabled Sales and Marketing Alignment. Simon Knight. The language of misalignment. SALES . SEO. Commission. MARKETING. Open rate. Up sell. Targets. Gate keeper. X sell. Page views. Reason to call. Downloads. Retention. Campaign. PIPELINE. Compelling events. Leads.

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CRM Enabled Sales and Marketing Alignment

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  1. CRM Enabled Sales and Marketing Alignment Simon Knight

  2. The language of misalignment SALES SEO Commission MARKETING Open rate Up sell Targets Gate keeper X sell Page views Reason to call Downloads Retention Campaign PIPELINE Compelling events Leads REVENUE Consultative selling Proposition Win rate CTA Uplift Conversion rate Accelerators

  3. The most significant consequences of mis-alignment

  4. The Insight continuum Right Proposition Right Target Right Leads Right Time Macro Insight Right Tools Insight continuum Micro Insight

  5. Integrated, real time CRM insight Clean data

  6. Integrated, real time CRM insight Webform Company Profile Family tree

  7. Integrated, real time CRM insight Decision Makers News Industry, company and social data

  8. Integrated, real time CRM insight Prospects Lists New contacts Family tree Look A Like

  9. Redefining the sales and marketing relationship • Before • Leads ignored • Difficult for marketing to justify new activities • Separate planning process, objectives and metrics • Blame, frustration • CRM seen as sales management tool • Low adoption and ROI of CRM • Not enough trust and insight in CRM data • Lots of time taken to input & manage data OR • Duplicates, incomplete and inaccurate data • Impact on revenue

  10. Redefining the sales and marketing relationship • After • Aligned metrics and processes • Efficiency • Responsiveness • Inter and intra functional value • CRM Adoption • Cooperation & collaboration • Insight based decision making • Increased win rates

  11. How it drives a business  • Grew 5.4 points more than their competition • Closed 38% more proposals • Lost 36% fewer customers • Marketing contributed at least 24% of the revenue opportunities • Marketing was compensated, in part, on the conversion rate of proposals (deals won).     MarketingProfs and MathMarketing benchmarking study of 1,400 professionals in 84 countries

  12. Key takeaways • ✓ • Alignment is not an option • Marketing can be agents of change • No magic bullet but it is achievable • Insight is overlooked in alignment • CRM can underpin more effective collaboration • ✓ • ✓ • ✓ • ✓

  13. Questions? knights1@dnb.com @DnB_Simon www.dnb.co.uk/marketing Come and see us on Stand 3

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