Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Make Your CRM Investment Deliver

3,367 views

Published on

Why Doesn’t My CRM Investment Deliver?

Things to consider:
1) Your CRM is only as good as the data in it
2) Do you have the right data?
3) Do you have good data?
4) Do you have complete data?

  • Be the first to comment

How to Make Your CRM Investment Deliver

  1. 1. How thinking “data-first” can accelerate your sales transformation Why CRM Fails
  2. 2. 2 63% of CRM initiatives fail - Merkel Group High growth companies are 50% more likely to consider CRM strategic – rather than tactical - Merkel Group
  3. 3. 3 The number of customer touch-points has exploded You are going to win based on your ability to understand your customer better. This requires a 360 degree view of accurate data from many different touch-points. But the lack of access to the right data at the right time can kill your sales productivity. Source: Tata Consulting
  4. 4. 4 Why Doesn’t My CRM Investment Deliver? “We invested in CRM thinking that it would give us a 360 degree view of our customers and significantly boost sales productivity.” Things to consider: Your CRM is only as good as the data in it  Do you have the right data?  Do you have good data?  Do you have complete data?
  5. 5. 5 Applications are commoditizing rapidly The one sustainable competitive differentiator your organization has is your data – and how you use it.
  6. 6. 6 Data Problems 1. Bad Data 2. Missing / Incomplete Data
  7. 7. 7 Bad Data “Why would my data go bad?” Things to consider:  Are your sales reps good at inputting data?  Has your customer been acquired / spun- off?  Has a contact been promoted or re- organized?  Has a contact left the company?  Do you want your reps to spend their time managing this data? Data quality erodes at 1% to 1.5% per month if it is not actively managed. - Bloor Research
  8. 8. 8 Missing/Incomplete Data “My sales reps spend all their time preparing for meetings and not enough time selling.” Things to consider: Your data is scattered across the company. What if your sales reps had all the data they needed in one place, your CRM system?  Customer purchase history  Customer support status & history  Customer marketing “touches”  Other online customer activity  Customer social media activity  Customer payment/billing status & history Merrill Lynch private client group achieved a 15% account manager productivity gain by working with Informatica to enrich their CRM
  9. 9. 9 Step 1: What It Would Look Like Customer products owned Customer campaigns & touches Customer support status Customer payment status Customer third party data (D&B) Customer social media activity Right data, Right timeframe, Right quality CRM Other data Informatica Enterprise Data Management
  10. 10. 10 Step 2: Add Analytics Customer products owned Customer campaigns & touches Customer support status Customer payment status Customer third party data (D&B) Customer social media activity CRM Other data • Better quality data means more trustworthy insights from analytics • More sources of data means more interesting and useful insights • More sources of data means greater confidence in insights • More opportunity to get predictive Analytics Informatica Enterprise Data Management
  11. 11. 11 Are You Trying To Run a Formula 1 Race Car on Bunker Fuel?
  12. 12. 12 The Importance of Data Quality Aberdeen Consulting: Organizations with complete trust in data • 51% of them have a data quality program • 30% of them do not Growing Data Complexity Gartner Predicts: Organizations will spend one third more on application integration in 2016 than they did in 2013. 12
  13. 13. 13 Recommendations: To accelerate your sales transformation and competitiveness, think outside the application. Think “data-first.”  What data do my sales reps need to be competitive?  What bad data is causing loss of efficiency?  What new data are we missing that could boost sales productivity? 13
  14. 14. 14 For More Information Demo: The Promise of CRM http://bit.ly/1vZKmDN
  15. 15. 15 Roger Nolan Director of Solutions Informatica Click here for Architect insights forum

×