In September 2014, the International Congress and Conference Association (ICCA) surveyed its members around the world to specifically explore how DMOs are currently managing the massive amounts of data they encounter on a daily basis in order to effect sales. ICCA hops to spark a discussion about CRM in order to improve CRM systems for use in convention sales.

1. Total Recall:
CRM Systems for
Destinations

2. Primary CRM System Utilized For
Managing Sales
35.4%
18.8%
16.7%
12.5%
6.3%
4.2%
2.1% 2.1% 2.1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Custom
Programme
created
specifically
for your
organisation
Other Simpleview eBMS /
Ungerboeck
Microsoft
Access
Salesforce ACT IDSS No CRM
system to
manage sales

3. Frequency of Use
79.2%
8.3% 6.3%
2.1% 2.1% 2.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Daily (log on for
multiple hours)
Daily (log on a
few times a day)
Weekly Monthly Quarterly Less than 3 times
per year

4. Reasons for Using CRM
58.3%
52.1%
47.9%
35.4%
31.3%
22.9%
8.3%
4.2%
0%
10%
20%
30%
40%
50%
60%
70%

5. Do You Share Information with
Marketing Partners?
Yes, 41.7%
No, 58.3%

6. How Effective Is Your CRM System?
(Scale 1=poor, 10=excellent)
7.46
7.08
6.73
6.31
6.15
6.00
5.54
5.23
4.40
4.19
0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00
Contact management
Account management
Partner / Stakeholder management
Lead / BID management
Lead / BID management
Tracking lead / BID responses from partners
Producing bid responses and generating proposals
Mining for leads and new business opportunities
Integrating CRM with website, mobile
Creating processes to improve overall workflow efficiencies

7. CRM Integration With
Other Systems
58.3%
37.5%
27.1% 27.1%
25.0%
22.9%
16.7%
8.3% 8.3%
4.2% 4.2% 4.2%
0%
10%
20%
30%
40%
50%
60%
70%