CRM Enabled Sales and Marketing AlignmentSimon Knight

Targets

Compelling events

Reason to call

Win rate

Consultative selling

Gate keeper

Accelerators

Uplift

Commission

CTA

SEOOpen rate

Downloads

Leads

Conversion rate

Proposition

Page views

Campaign

REVENUEPIPELINE

Up sell

X sell

Retention

The language of misalignment

No major consequences

Other

Customer dissastisfaction

Effort duplication

Internal tensions

Inconsistent brand message

Inefficient budget allocation

Wasted time

Leads not fully nurtured

6%

9%

21%

28%

29%

31%

41%

53%

60%

Base: 68 B2B client-side marketers

The most significant consequences of mis-alignment

The Insight continuum

Macro Insight

Micro Insight

Insight continuum

Right Proposition

Right Target

Right Leads

Right Tools

Right Time

Integrated, real time CRM insight

Clean data

Company Profile

Webform

Family tree

Integrated, real time CRM insight

News

Industry, company and social data

Decision Makers

Integrated, real time CRM insight

New contacts Prospects Lists

Family tree Look A Like

Integrated, real time CRM insight

Redefining the sales and marketing relationshipBefore 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

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

How it drives a businessGrew 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

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

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Questions?knights1@dnb.com@DnB_Simonwww.dnb.co.uk/marketingCome and see us on Stand 3