This document discusses how focusing on data, rather than just CRM applications, can accelerate sales transformations. It notes that 63% of CRM initiatives fail and outlines some common reasons why, such as having bad or incomplete data in the CRM. The document recommends taking a "data-first" approach by integrating all relevant customer data from across systems into the CRM using data management tools. This provides sales reps a single view of accurate customer information. It claims this can boost sales productivity by 15% or more. The document emphasizes that an organization's competitive advantage lies in its data and how it's used.

1. How thinking “data-first” can
accelerate your sales
transformation
Why CRM Fails

2. 2
63% of CRM
initiatives fail
- Merkel Group
High growth companies are 50% more
likely to consider CRM strategic – rather
than tactical - Merkel
Group

3. 3
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

4. 4
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?

5. 5
Applications are
commoditizing rapidly
The one sustainable competitive
differentiator your organization has is your
data – and how you use it.

6. 6
Data Problems
1. Bad Data
2. Missing / Incomplete Data

7. 7
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

8. 8
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

9. 9
Step 1: What It Would Look Like
Customer products
owned
Customer
campaigns &
touches
Customer support
status
Customer payment
status
Customer third
party data (D&B)
Customer social
media activity
Right data, Right timeframe, Right quality
CRM
Other data
Informatica Enterprise
Data Management

10. 10
Step 2: Add Analytics
Customer products
owned
Customer
campaigns &
touches
Customer support
status
Customer payment
status
Customer third
party data (D&B)
Customer social
media activity
CRM
Other data
• 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
Informatica Enterprise
Data Management

11. 11
Are You Trying To Run a
Formula 1 Race Car on
Bunker Fuel?

12. 12
The Importance of Data Quality
Aberdeen Consulting: Organizations with
complete trust in data
• 51% of them have a data quality program
• 30% of them do not
Growing Data Complexity
Gartner Predicts:
Organizations will spend one third more
on application integration in 2016 than
they did in 2013.
12

13. 13
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

14. 14
For More Information
Demo: The Promise of CRM
http://bit.ly/1vZKmDN

15. 15
Roger Nolan
Director of Solutions
Informatica
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