Forrester Research surveyed over 500 B2B data strategy and management decision makers to discover their biggest challenges and what they are doing to overcome obstacles on their path to data activation. Investments into CRM software are not paying off for companies who continue to foster data silos. Learn how impactful the right database management system can be for companies. See how companies are connecting disparate data silos with enterprise data management systems, and how this is driving business growth for them. Review examples of companies who are seeing huge benefits from bringing disparate information together. See how integrating customer data into marketing and sales can drive profitable, fact based decisions in customer acquisition and targeted marketing. Don't get left behind, see how implementing the right B2B data management strategy can improve your CRM system. For more information about how Dun & Bradstreet can help connect customer, marketing, and sales data, check out D&B Direct for Marketing: http://www.dnb.com/products/master-data/dnb-direct/dnb-direct-for-marketing.html Get more information about the Forrester Research on The B2B Data Activation Priority here: http://www.dnb.com/marketing/media/b2b-data-activation-priority.html

1. THE B2B DATA
ACTIVATION
PRIORITY
FORRESTER RESEARCH REVEALS
CHALLENGES & OPPORTUNITIES

2. INVESTMENT IN CRM IS GROWING
By the end of 2017, CRM software revenues overtook database
management systems to become the largest of all software markets.
$40 CRM SOFTWARE REVENUE
FORECAST BY 2018*
$80 PROJECTED CRM
REVENUES BY 2025**
B
B
*Gartner, Inc., 4/17
**Grand View Research, 4/17

3. BUT CHALLENGES REMAIN
72%
SAY THAT MANAGING MULTIPLE
CRM SYSTEMS ACROSS
GEOGRAPHIES/ TECHNOLOGY
SILOS IS CHALLENGING*
Data typically resides in multiple, disparate databases,
and it’s often inconsistent and poorly organized.
*Forrester Consulting on behalf of Dun & Bradstreet, 5/18
OF COMPANIES

4. 2/3
Enterprises try to glean insights from data that’s trapped in the silos that exist across business units, organizational functions,
and CRM systems. Unfortunately, silos have made it hard to manage and analyze enterprise-wide data.
69%80%
SILOS ARE ALL TOO COMMON
ARE UNABLE TO
PROVIDE A
COMPREHENSIVE,
SINGLE CUSTOMER VIEW
REPORT
HIGH OR MODERATE
DEGREES
OF DATA SILOS
EXPEREINCE SOME
DEGREE OF SHADOW
(OR ROGUE) DATA
DEPOSITORIES
*Big Data Insights and Opportunities, CompTIA, 9/14

5. 284
More often than not, the overwhelming volume and velocity of data
creates chaos instead of opportunity. Just think about the inherent
pace of change in business today. IN THE NEXT 60 SECONDS*…
429
211
DATA IS ALWAYS IN FLUX
BUSINESS TELEPHONE
NUMBERS WILL CHANGE
BUSINESSES WILL MOVE
CHIEF EXECUTIVE
OFFICER OR OWNER
CHANGES WILL OCCUR
*Dun & Bradstreet, based on 8 hour business work day 5/18

6. Unfortunately, silos have made it hard to manage and analyze
enterprise-wide data, making it difficult to identify the type of
valuable opportunities that spark growth.
DATA OVERLOAD CREATES CHAOS
SAY THAT MANAGING THE
VOLUME & VELOCITY OF
DATA IS CHALLENGING*
82%OF COMPANIES
*Forrester Consulting on behalf of Dun & Bradstreet, 5/18

7. ONLY HALF OF DECISIONS BASED ON DATA
B2B marketers and sellers are basing decisions on intuition or personal/company
experience, rather than on quantitative information and analysis.
48 USE INTUITION OVER DATA
TO GUIDE THEIR DECISIONS*%
OF COMPANIES
*Forrester Consulting on behalf of Dun & Bradstreet, 5/18

8. DATA & ANALYTICS IS THE #1 PRIORITY
Increasing the use of data and analytics is the No. 1 marketing and sales priority over the next 12 months.
82%
OF COMPANIES
BELIEVE IT’S A PRIORITY,
WITH 22% SAYING IT’S CRITICAL*
*Forrester Consulting on behalf of Dun & Bradstreet, 5/18

9. FIRMS NEED DATA THEY CAN TRUST
49%
OF COMPANIES
SAY THEY ARE EFFECTIVE
AT PROVIDING COMPLETE
AND ACCURATE DATA*
A little under half of B2B marketers
and sellers said their organization
was effective at providing customer
data they can fully trust to be
complete and accurate.
*Forrester Consulting on behalf of Dun & Bradstreet, 5/18

10. LEADERS SEE BETTER OUTCOMES
Data activation leaders — those with above-average scores
across the 15 competency areas in the survey — report
increases for sales, marketing, and customer metrics.
*Forrester Consulting on behalf of Dun & Bradstreet, 5/18
73
REPORT
FASTER
SALES SPEED
CYCLE
73
REPORT
HIGHER RETURN
ON MARKETING
SPEND
77
REPORT INCREASES
IN CUSTOMER
LOYALTY/
RETENTION
% % %

11. 5 STEPS TO ACTIVATE DATA
1. Employ a Data Evangelist
2. Institute Common Data Standards
3. Make Data Accessible in Real-Time
4. Embrace Advanced Analytics
5.Work With Trusted,Third-Party Partners

12. ABOUT DUN & BRADSTREET
Dun & Bradstreet (NYSE: DNB) grows the most valuable relationships in business. By uncovering truth and meaning from data, we connect our customers
with the prospects, suppliers, clients and partners that matter most, and have since 1841. Nearly ninety percent of the Fortune 500, and companies of
every size around the world, rely on our data, insights and analytics. For more about Dun & Bradstreet, visit DNB.com. Twitter: @DnBUS
© Dun & Bradstreet, Inc. 2018. All rights reserved.
While challenges with data management, insight sharing, and actionable insight development are common
problems that all respondents identified with, a portion of them – the companies more likely to describe their
firms as effective across key people, process, and technology considerations – report better outcomes than
the rest. These data-activation leaders say they’re good at using their data to make decisions, such as
accurately attributing campaign success or personalizing experiences. They are also more likely to report
increases across key marketing, sales, and customer metrics, such as sales cycle speed, return on marketing
spend, and customer loyalty.
Visit https://bit.ly/2jDwbWs to gain an in-depth summary of what data activation leaders are doing to reap the
benefits from their data strategy.