1. CRM Enabled Sales and Marketing Alignment Simon Knight

2. Targets Compelling events Reason to call Win rate Consultative selling Gate keeper Accelerators Uplift Commission CTA SEO Open rate Downloads Leads Conversion rate Proposition Page views Campaign REVENUE PIPELINE Up sell X sell Retention The language of misalignment

3. The most significant consequences of mis-alignment

4. The Insight continuum Macro Insight Micro Insight Insight continuum Right Proposition Right Target Right Leads Right Tools Right Time

5. Integrated, real time CRM insight Clean data

6. Company Profile Webform Family tree Integrated, real time CRM insight

7. News Industry, company and social data Decision Makers Integrated, real time CRM insight

8. New contacts Prospects Lists Family tree Look A Like Integrated, real time CRM insight

9. Redefining the sales and marketing relationship Before  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

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

11. How it drives a business Grew 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

12. 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 ✓ ✓ ✓ ✓ ✓

13. Questions? knights1@dnb.com @DnB_Simon www.dnb.co.uk/marketing Come and see us on Stand 3