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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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[email protected]@DnB_Simonwww.dnb.co.uk/marketingCome and see us on Stand 3
