How thinking “data-first” can accelerate your sales transformation

Why CRM Fails

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63% of CRM initiatives fail

- Merkel Group

High growth companies are 50% more likely to consider CRM strategic – rather than tactical

- Merkel Group

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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

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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?

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Applications are commoditizing rapidly

The one sustainable competitive differentiator your organization has is your data – and how you use it.

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Data Problems

1. Bad Data2. Missing / Incomplete Data

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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

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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

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Step 1: What It Would Look LikeCustomerproductsowned

Customercampaigns&touches

Customersupportstatus

Customerpaymentstatus

Customerthirdpartydata(D&B)

Customersocialmediaactivity

Right data, Right timeframe, Right quality

CRM

Otherdata

InformaticaEnterpriseDataManagement

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Step 2: Add AnalyticsCustomerproductsowned

Customercampaigns&touches

Customersupportstatus

Customerpaymentstatus

Customerthirdpartydata(D&B)

Customersocialmediaactivity

CRM

Otherdata

• 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

InformaticaEnterpriseDataManagement

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Are You Trying To Run a Formula 1 Race Car on Bunker Fuel?

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The Importance of Data QualityAberdeen Consulting: Organizations with complete trust in data• 51% of them have a data quality

program• 30% of them do not

Growing Data ComplexityGartner Predicts:Organizations will spend one third more on application integration in 2016 than they did in 2013.

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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

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For More Information

Demo: The Promise of CRMhttp://bit.ly/1vZKmDN

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Roger NolanDirector of SolutionsInformatica

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